Dig Workshop, Brand Strategy, Company Re-Naming, Design & Visual Identity, Tagline, Creative Platform, Launch Social Campaign
For 20 years, Vision Critical’s award winning customer insights platform helped iconic brands like Buzzfeed, LinkedIn and Red Bull connect more effectively with their customers. However, in a cluttered CXM market, Vision Critical was facing awareness and differentiation challenges. With an aggressive growth plan, a new executive team, and a number of product innovations in the pipeline, Vision Critical realized they needed a complete brand re-set. Something that would signal real change to employees in need of inspiration and a marketplace in need of disruption.
With the process starting in the midst of a global pandemic, The Garden rapidly adapted our DIG Workshop into a virtual space to accommodate participants from across North America and Europe. Streamlining our Brand Strategy process, we landed on a compelling re-articulation of Vision Critical’s brand vision and purpose in less than 4 weeks. This new highly emotive positioning was simultaneously built around the strengths of the organization and focused on its high growth future, providing a compelling platform for change.
After a renaming exercise (not an easy task, given 20 years of legacy behind the Vision Critical name), we created a new logo and comprehensive brand identity. And after less than 6 months, Vision Critical was reborn as Alida with the tagline, ‘Truth In Action.’. Alida is a Latin name with origins meaning verity, truth, and reality which is the ultimate goal for brands tapping into the real source of truth: their customers.
- CEO Ross Wainwright