Host Analytics, a financial planning and analytics platform provider, changed their name to Planful to match their ambition to lead within the emerging continuous planning category. To capitalize on their new name, they needed a partner to rebuild and relaunch their brand identity ahead of a multi-city roadshow.
IMMERSION WORKSHOP AND BRANDING
We started the process with a collaborative immersion workshop to establish target personas and develop a go-to-market strategy. This led to the creation of a customer-centric visual and verbal brand identity.
CAMPAIGN CONCEPT AND ADVERTISING
Then we created a brand awareness campaign creative concept and brought that campaign to life with display and social advertising.
Planful launched their new brand publicly in January of 2020. Following the launch of their brand, they hosted a Virtual Tour, bringing FP&A professionals together to discuss the unique value that continuous planning provides, especially during times of uncertainty.
The three-day series saw double the attendance over the previous year’s in-person event, leading to stronger ownership of “continuous planning” in the market.
As the creative lead on the project, I partnered with the strategist to establish the creative vision that carried out the strategic recommendations. And then oversaw the art direction and copy as we brought this project to life.