INNOARK
BACKGROUND
InnoArk came to us with a corporate identity and positioning crisis as they had issues explaining their business to new customers despite being established for almost 15 years. Being a digitalisation company, InnoArk has 2 proprietary softwares that targeted 2 distinct customer profile, leading them to have different messaging.
With the intention to reach out to new customers and expand their global presence, InnoArk came to Piquant to align their proposition, messaging and identify marketing strategies to communicate InnoArk’s offerings and difference to a wider audience.
Piquant had to deep dive into the world of digitalisation and manufacturing to understand the industry, product offerings, customer segments and future evolutions.
STRATEGY
Piquant started with gathering perceptions of InnoArk through employee and customer surveys. These insights revealed a vast mix of perceptions which we streamlined and aligned together with the management team. Secondary research was also conducted to understand competitors positioning and messaging to ensure that InnoArk could stand out in the market.
After an in depth analysis of the findings, we identified the gaps and made recommendations to how the overall corporate and brand structure should be. By identifying the customer profiles and short / mid / long term road map, we wanted the brand to emphasize how InnoArk can impact enterprises through digitalisation.
IDENTITY
We made minor refinements to the logo by enhancing the entire corporate identity by adding new brand elements and colours that evoked a modern and futuristic look. We kept the original Ark in the logo to emphasize on being the Ark for Innovation that helped enterprises make better decisions through data.
We crafted a set of new corporate messaging for InnoArk that included their Vision, Mission, Purpose and Tagline. An overhaul was done to their corporate introduction deck to communicate their internal capabilities, product and service offerings as well as emphasize how InnoArk can help clients achieve their business needs.
To ensure the content was easy to understand, we redesigned their existing diagrams and table to resonate with their customers. Recommendations were also made for their icons and graphics style so that their UI/UX designer could implement it on the softwares.
Exhibition booth and banner design templates were created for their physical exhibitions as well as digital marketing activities. To ensure consistency, we redesigned their website by incorporating their new brand elements.
OUTCOME
The refresh brand gave a more professional and established perception to appeal to global clients and partners. Internal teams were excited on the refresh of the brand that increase employee engagement.
