Servicing Brand: SAS London
Service Period: June 2009-June 2010
After 12 years of incredibly rapid growth and global expansion, and rubbing shoulders with some of the world's leading competitors in their space, Linedata demanded a refreshed brand positioning, strategy and implementation to truly reflect the stature, accomplishments and ambition of Linedata going forward. As the first industry player to provide innovative "software as a service" they had a great story to tell but weren't making the most of their unique and differentiated approach.
SAS developed a new brand proposition and positioning based on the competitive landscape, Linedata's "essential truth" as an organisation, and what their customers value most. We discovered that among their peers Linedata truly took a "lifetime value", sustainable long-term perspective to their clients - a genuinely relationship-driven approach to help their clients succeed and grow. Using a core idea of a line that always connects ideas, people, services, products and solutions to express how these relationships work, we refined the logo and created a compelling illustrative style as a platform to express key messages and services offered. We also developed that information architecture and design for the website, which was then developed by a Paris-based agency. The materials are colour-coded along service and product lines, with a set of 16 illustrations aligned to the customer, Linedata and the products and services provided.