CLIENT
REBOOTING AND REVITALIZING A SaaS COMPANY FOR DROPSHIPPING AND ECOMMERCE ↓
CRUX
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.
SERVICES
BUSINESS & BRAND DISCOVERY
MARKET ANALYSIS
COMPETITOR RESEARCH
COMPLETE BRAND STRATEGY
NAMING — COMPANY & SaaS APP PRODUCT
FULL BRAND IDENTITY & LOGO SYSTEM
BRANDED COLLATERAL DESIGN
WEBSITE CONTENT STRATEGY, UI/UX DESIGN, COPY, DEVELOPMENT & SEO
OFFICE SIGNAGE & WALL GRAPHICS
SALES DECKS
ONGOING SUPPORT WITH CREATIVE & CONTENT
CRUX CONNECT APP CONTENT STRATEGY & UI/UX DESIGN (400+ PAGES / SCREENS)
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.
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.
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
“SPEAKING OF BEAUTIFUL, [DESIGN AGENCY, HOUSE OF DNM] CREATED A WEBSITE BEYOND OUR IMAGINATION USING COMPELLING IMAGERY WITH CRISP DSIGN TO TRULY CONVEY EVERYTHING AND MORE WITHOUT HAVING TO INCLUDE EVERYTHING AND MORE.”
RIGHT ON“SPEAKING OF BEAUTIFUL, [DESIGN AGENCY, HOUSE OF DNM] CREATED A WEBSITE BEYOND OUR IMAGINATION USING COMPELLING IMAGERY WITH CRISP DSIGN TO TRULY CONVEY EVERYTHING AND MORE WITHOUT HAVING TO INCLUDE EVERYTHING AND MORE.”
RIGHT ON
CREDITS
STRATEGY
SAM TELLESON, BETH LOPEZ & DANIELLE NICHOLE MORGAN
CREATIVE DIRECTION & DESIGN
DANIELLE NICHOLE MORGAN
CREATIVE DIRECTION & COPY
BETH LOPEZ
RESEARCH ASSISTANT
WHITNEY WILKINSON
WEB & APP DEVELOPMENT
SEAN HALLS & CRUX’S TEAM
HUMAN ❤︎ MADE