TURNING A
SOFTWARE PRODUCT INTO A BRAND

Padmission had grown from one software product into multiple tools, but its brand hadn’t caught up. Audiences saw the products – not necessarily the company behind them.

• Branding: Defined Padmission’s why, what, how, and who, and identified its tone, persona, positioning, and value proposition.
• Messaging System: Created a Message Triangle, elevator pitch, FAQs, talking points, target audience personas, and audience-specific messaging to make a complex offering easier to communicate.
• Brand Guide: Built a visual system around Padmission’s existing logo, including guidance for logo usage, color, typography, imagery, iconography and patterns, and real-world applications.
• Message Guide: Translated the brand strategy into a designed, practical messaging resource the Padmission team could use to keep communications consistent across audiences and channels.