Bitmist

A partner company—a marketing agency—brought us into this project to create an online lead-generation system for Bitmist. They soon realized a key piece was missing: they didn't know how to market the company or who their audience was. Bitmist was essentially just another Salesforce implementation company; they had no real brand.

Their messaging was inconsistent, and their target audience was too broad. Despite doing well, their growth was slow, and they needed help to take the next step.

Part of our challenge was to show the founders that, in order to ultimately arrive at an efficient marketing system, they first needed to take a step back.

The real challenge was identifying Bitmist's core values and true fans.

In order to create consistent messaging, we needed to strip away everything, down to its core, and identify what made the company special.

First, we had a close look at their customers. Together with the marketing agency, we conducted in-depth interviews with a diverse range of former clients.

Based on our findings, we could define the macropersonas and several micropersonas regarding the target audience. With the help of this new information and multiple discussions with the founders, we identified the core values that made Bitmist unique.

Once we had a sound strategy to follow, we were able to redesign their brand identity. We redesigned their visual identity, and, working closely with the marketing agency, we defined their messaging.

The company did not want to part ways with its past, so this was not a complete redesign. They already had a reputation and aimed to direct their efforts toward areas where people would appreciate them most.

We kept the logo and the base colors but added some lighter accents to give it a fresher look, in accordance with the newly defined personas. We deconstructed the logo and used the resulting abstract shapes as part of the new visual identity. We created custom icons and added new imagery.

Finally, we redesigned their website based on the marketing agency’s research. We created the new information architecture and layout collaboratively. The aim was to create a sales-focused site with clear messaging to immediately engage the right viewer.