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CLIENT

CRUX

REBOOTING AND REVITALIZING A SaaS COMPANY FOR DROPSHIPPING AND ECOMMERCE ↓

SERVICES

MARKET & COMPETITOR RESEARCH & ANALYSIS

BRAND STRATEGY, MESSAGING, & NAMING

BRAND IDENTITY SYSTEM & LOGO DESIGN

WEBSITE & CRUX CONNECT APP UI/UX DESIGN & DEVELOPMENT

BRANDED MARKETING & SALES COLLATERAL

ONGOING SUPPORT WITH MARKETING CREATIVE & CONTENT

BACKSTORY

While an ecommerce SaaS platform (then called Doba) boasted leading-edge technology facilitating sales and shipping for retailers around the world, their branding and marketing were beginning to lag. They knew their product—a software platform connecting retailers with shippers, wholesalers, and customers—was sharp. But they needed help presenting their story and their expertise to the customers. They brought House of DNM in to update their brand strategy, storytelling, name, and visual identity so they could kick business into a higher gear.

CHALLENGE

The client’s offering, a platform facilitating drop-shipping for ecommerce retailers, was smart and functional but complex to explain. Their name and branding were abstract, lacking clear explanation of their service as well as lacking emotional connection with their audience. Their content didn’t make their product immediately “get-able”—they came across as just another tech company.

SOLUTION

First, our team helped the client assess what services were most needed and plan accordingly. We then dug in on a full brand strategy exercise, bringing in stakeholders ranging from company executives to clients, and framing up a cohesive brand messaging strategy that made value positioning clear and compelling. We then shared strategically sharp options for renaming and visually rebranding. The group agreed unanimously on the name Crux to convey the company’s intersectionality between retailers, shippers, and customers as well as its position as a solution for the most challenging aspects of ecommerce. Finally, we saw the rebrand through with full web content, design, and development and a library of marketing materials and resources to accompany.

RESULTS

For the first time in years, the Crux team could accelerate their sales and energize their marketing efforts with a brand they could rally behind. Content and storytelling was finally all cohesively branded across all mediums. A complete refresh of their look translated to reinvigorated sales, modernized marketing, and unlimited growth potential.

A ROUND OF APPLAUSE

“House of DNM spent time to really understand our target market, competitive landscape and corporate identity. They were spot on with the name suggestions... The colors, logo and messaging all came together to form our brand and culture. It's rare to find an agency with that type of deep skill set.”

CRUX
BRANDON DELGROSSO • CEO