Deliverables:Brand strategy / Brand visualisation / Digital strategy / Website / Photography / Print / Content generation
Founded in Paris, RunMyProcess is a leading digital transformation software. As a cloud-based platform, it securely connects technologies to help large businesses evolve at speed. After seven years of trading, RunMyProcess were acquired by Fujitsu as an independent subsidiary, to help towards its global cloud vision of using connected technology to improve businesses and society.
As a small company, RunMyProcess were keen to maintain their identity – but there was also a requirement to balance this with alignment to Fujitsu. We were called in to apply our unique branding process, and create a new identity that would resonate not only with RunMyProcess and Fujitsu, but also their global customer bases. The project’s goal was to create a new identity for RunMyProcess, providing it with a clearer direction, creating a foundation for its next phase of growth, and to appeal more strongly to the large enterprise targets and partners of Fujitsu.
Research included brand workshops at the RunMyProcess offices in London and Paris with their and Fujitsu’s employees, to establish recurrent themes and shared values between the companies. We also undertook competitor research, looking at other digital transformation providers and structurally similar organisations.
We took RunMyProcess founding desire to solve digital problems into the core of the new brand, through the creation of Digital problem solver’s. This fresh, innovation-focussed identity not only strongly complements the trusted global parent group, but has engendered a feeling of pride and empowerment in RunMyProcess employees, as well as a clear and valuable role for them within the wider Fujitsu group. Staff were transformed into brand ambassadors through portrait hero photography for collateral and the website. General photography featured people interacting with digital technology, maintaining a strong human narrative across the brand.
We created a clean and uncomplicated logo encased in a rectangle (the symbol for a process on a flow diagram). A yellow full stop completes the logo for strength and to suggest the brand is the final word in software. The supporting strapline of A Fujitsu company was added in the Fujitsu brand font, to show RunMyProcess is legitimately part of the Fujitsu brand. By being positioned outside of the rectangle of the logo, it also denotes separation and shows Fujitsu is a supporting factor.
Building further on the Digital problem solvers theme, we split collateral designs into problem and solution format, visually denoting each half with dark grey and white respectively. The relationship between the dark and light, positive/negative style signifies how a previous problem has been bought into the light and solved by RunMyProcess.
We advised on how to use copy with imagery for maximum impact, and to help RunMyProcess project either a technical or emotive feel, to support the visual narrative. We focussed on a fun and friendly tone for copy; showcasing the brands personality.
The final stage of the project involved creation of the external-facing brand assets, which included around 200 deliverables – with items ranging from a website, to case studies and whitepapers, event materials, HTML newsletter templates, Powerpoints, flyers, photography and copywriting.
“Pixeldot has developed a unique identity to align RunMyProcess with the larger Fujitsu organisation, while retaining the individuality that made the company so attractive to its original customer base” – Transform magazine, 31 January 2017
“Pixeldot have created an amazing new brand by balancing the needs of an acquired company with those of its huge global parent. They’ve delivered a powerful central brand theme and amazing visual identity that dovetails perfectly with Fujitsu’s messaging and portfolio.” – Dr. Yuji Takada, CEO, Fujitsu RunMyProcess.
“It’s been nothing short of transformational for our business – employees are proud to be a part of the company, our value as an innovation subsidiary is clear to colleagues in the wider group and our valued customers, partners and prospects are getting a better and more compelling experience. Through their passion for results, strong empathy for the needs of both organisations and their professional drive, Pixeldot have delivered an amazing outcome that has far exceeded our expectations.” – Dr Ian Thomas, Head of Marketing, Fujitsu RunMyProcess