What do you do when your business outgrows your original brand? Redefine its purpose, and reboot its personality.

Building a brand for the future

A series of acquisitions made Syncsort a ‘big data’ business to be reckoned with, but left it with a disjointed selection of products. We were tasked with refreshing the brand, bringing together all its more disparate facets, and creating a strong foundation on which to build in the future. To do that, we worked to find the essence of Syncsort’s business and redefine its place in the world.

Building out a personality that could tie its many products together, Syncsort’s new narrative would explain what the brand stands for, how it differs from the competition, and why that matters – all in a way that was meaningful to both customers and employees.

We brought all of Syncsort’s various products into four gateway brands, engineering its offerings into a logical structure and creating a new look, sound and feel for everything, from a new logo and colour scheme, to entirely rewritten brand voice guidelines. Lastly, we worked closely with Syncsort to build a completely redesigned website – one that would enable them to stand apart from competitors and communicate all aspects of the brand’s newfound focus.

“We greatly value our partnership with Archetype. What we have accomplished together has been truly transformational across the company. Our purpose is being clearly articulated inside and outside of the business, which will help us sell more. Our refreshed identity and redesigned website is setting us apart within the industry. I highly recommend working with Archetype. They have a great team of smart people and we look forward to the next phase of our journey together.”

Kevin Ruane
Chief Marketing Officer

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