Rebranding for Customize
Customize is the leading independent sales partner of Abacus Business Software. Customize has taken its 25th anniversary as an opportunity to sharpen its own brand identity together with Heads and move into the future stronger with a new brand design.
Tracking down the brand identity
Heads used the Heads Brand ProfilingTM analysis method to identify the brand essence. Interviews with customers revealed that personal proximity and a special commitment to finding solutions were strong brand values. At the same time, internal workshops and surveys showed that the ambition and dynamism of the Customize team offered great potential. However, the existing brand presence was rather impersonal and not very vibrant. Although Customize is a modern employer where “you decide how much, when and where you work” and has a very positive corporate culture, this was hardly expressed.
Precision in Design and Brand Promise
Heads developed the claim “Together. Better. Further.”, which emphasizes the strength of developing the best ERP solutions for specific challenges at eye level with customers and in collaboration with Abacus. The digitization of business processes and the increase of productivity through innovation drive companies forward. The striking graphic element “Cut” visually symbolizes the precision and 360° perspective on customer needs. The striking customize red creates recognition and looks modern and fresh in combination with the anthracite.
The visual concept gives an authentic insight into the working world of Customize and puts the people at the center. This gives the brand a lively, personal and human face with a high level of differentiation.
— Analysis / Brand Design / Brand Experience
