DOUBLING DOWN ON HERITAGE TO INSPIRE A GLOBAL BRAND POSITIONING
technology, branding
The Brief
Serrala has its roots in Germany, where it runs a mature, successful business. As they headed into their 40th year in business, they appointed April Six to develop a strategic brand message and refreshed visual identity to position Serrala as an end-to-end finance solution, build brand loyalty, and ultimately support the delivery of substantial global growth targets.
The Challenge
The new identity would need to address relatively low levels of awareness outside of Germany. It also needed to enable the business to join the dots between individual product offerings, and support cross-selling across the portfolio in a more connected way.
The Insight
The Serrala brand has immense heritage in delivering much needed Germanic quality & precision to the world of finance.
Leaning into the German heritage of Serrala allows us to leverage this globally recognised quality of excellent engineering for the brand and transcend the specifics of product or technology. It also gives us a platform to bring an emotional angle to the messaging.
The Solution
This positioning reflects Serrala’s longstanding commitment to engineering prowess and the quality and precision of their offering. It provides a way to encapsulate the value of this heritage for customers without needing to rely on product features and benefits. With this defined, we moved on to refresh Serrala’s visual identity, building on existing elements such as the pinnacle logo, and introducing a bold, modern color palette, a photography style that’s full of the life and warmth, and a unique and expressive set of illustrations.
The Execution
It was critical the new brand was embraced by the global Serrala team so we ensured they were provided with everything they would need for this to happen.
We created comprehensive brand guidelines and equipped the team with all the practical items they would need including templates, PowerPoints, social posts and letterhead right through to Teams backgrounds and screensavers.
We supported the worldwide internal and market launch of the new brand, providing live brand training to 800 Serralians and supporting vital sales buy-in and activation via online platforms, as well as a rollout at SAPinside Las Vegas.