Case Study:
From Many, One: Sylogist's Strategic Rebranding Journey
Client: Sylogist
Lead Strategist: Michelle Kocin
Industry: SaaS, public sector software
Timeframe: 2021–2023
Background
Sylogist, a SaaS company with a rich history of growth through multiple acquisitions, faced significant challenges in unifying its brand identity. With a portfolio that included a variety of legacy products and newly acquired divisions, Sylogist’s branding was fragmented—featuring disparate logos, color palettes, and inconsistent messaging. Moreover, the company’s web presence was scattered across multiple domains and platforms, diluting its market authority and confusing potential customers.
Recognizing the need for a cohesive brand image, Sylogist enlisted Michelle Kocin to lead a comprehensive rebranding initiative. This initiative was executed in two phases: a 2022 brand refresh to address immediate inconsistencies and a full-scale rebrand in 2023 aimed at aligning the brand with strategic market segments.
Key Challenges
1. Fragmented Brand Identity
- Multiple acquisitions led to a mix of logos, color palettes, and design styles.
- Inconsistent usage of taglines (“by Sylogist” vs. “a division of Serenic Software”) added to the confusion.
2. Diverse Product Portfolio
- New products and services from acquisitions required seamless integration into the overall brand.
- A new payments division emerged, demanding its own distinct identity within the broader brand ecosystem.
3. Scattered Web Presence
- Multiple active domains and varied company names on review sites and social media channels.
- The existing digital footprint lacked authority and clarity, limiting engagement with potential customers.
Skip ahead
2022 Brand Refresh
Objectives
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- Unify Visual Identity:
Create a cohesive look by harmonizing elements from legacy products and acquisitions. - Establish Consistent Guidelines:
Develop brand guidelines and templates to standardize future communications. - Strengthen Digital Presence:
Redirect legacy domains and consolidate web entities to enhance online authority.
- Unify Visual Identity:
Strategy & Execution
-
- New Color Palette:
Crafted a modern color scheme that seamlessly integrated primary brand colors from legacy products, creating visual unity across all touchpoints. - Stopgap Logos:
Designed new logos using a consistent font, color palette, and design style. These served as temporary measures to bridge the gap until the complete rebrand in 2023. - Collateral & Templates:
Produced new conference signage, one-pagers, branded giveaways, and other collateral materials. Established comprehensive brand guidelines and templates to ensure consistency across all future outputs. - Customer Engagement:
Developed customer case studies in both video and written formats to showcase the refreshed brand’s impact and reliability.
- New Color Palette:
Results
- Enhanced Brand Cohesion:
Achieved a unified visual identity across diverse products and divisions. - Standardized Communications:
Introduced robust brand guidelines that eliminated prior inconsistencies in messaging and design. - Digital Realignment:
Successfully expanded and redirected web entities, consolidating multiple domains into a streamlined, authoritative online presence.
Collateral from 2021-2022
2023 Rebrand
Market Alignment:
Realign the Sylogist brand around three major target markets: nonprofits and NGOs, education, and government.
Incorporate secondary services (professional services and IT services) under a consistent umbrella.
Elevate Brand Authority:
Shift the focus more towards the Sylogist brand, creating clear, market-specific taglines that resonate with target audiences.
Strategy & Execution
Refreshed Visual Identity:
Developed a completely new set of logos for the primary brand, target markets, and individual products. The redesign embraced modern aesthetics and unified design principles.
Tailored Messaging:
Created market-specific taglines that spoke directly to the needs of nonprofits, educational institutions, and government agencies, while still encompassing additional service lines.
Digital Transformation:
Revamped the website with a new design and migrated from Wix to WordPress, enhancing functionality, user experience, and information architecture. This migration was crucial in presenting a consolidated and authoritative digital presence.
Collateral Overhaul:
Launched new collateral including email templates and other branded materials that mirrored the updated visual identity and messaging framework.
Results
Unified Brand Presence:
The complete rebrand solidified Sylogist’s position as a leader in the SaaS market by presenting a unified, professional image across all platforms.
Target Market Clarity:
Market-specific taglines and messaging allowed Sylogist to engage more effectively with nonprofits, educational institutions, and government agencies, leading to increased market penetration.
Digital Authority:
The redesigned website on WordPress significantly improved the company’s online authority and customer engagement, providing a centralized, information-rich hub for potential clients.
Final Thoughts
Under the leadership of Michelle Kocin, Sylogist successfully navigated a complex rebranding journey in just two years. The 2022 refresh addressed immediate challenges by unifying disparate elements, while the 2023 complete rebrand strategically repositioned the company to better serve its target markets. The result is a cohesive, authoritative brand identity that not only resonates with diverse audiences but also sets a strong foundation for future growth and innovation in the SaaS industry.
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