Creating a distinct brand platform to reach stakeholders in the automotive industry
Annata is an Iceland-based highly specialized software vendor that delivers progressive end-to-end software solutions for the automotive and equipment industries. With A365, an all-in-one cloud-based software solution running on Microsoft technologies, Annata offers customers full digital integration with the aim of transforming and streamlining business processes.
Task
While Annata is an expert within the field of digitization, they didn’t have a coherent story about their offering or their unique expert knowledge within the automotive and equipment industries. So, our task was to help them tell that story in the right way to their many different target groups of stakeholders. We had to find a way through the complex narratives and product USPs and create a unified and coherent brand platform with clear communication of Annata’s DNA and offerings– including their partnership with Microsoft.
Solution
Our first step was to create a vision statement for Annata, including brand DNA, vision, mission, and values. This was crystalized in a brand playbook, addressing Annata’s products and how to cater to different industries. We defined the numerous drivers of the different types of customers, which Annata caters to along the entire value chain. Based on this, we built a strategic brand house, core story, pay-off, tone of voice, and complete visual identity.
The creative concept was based on the themes of transformation and of proving that Annata is a change maker: We focused on addressing a given challenge and providing solutions for it – thus unleashing new possibilities. This was achieved by communicating in a"from-to" scenario manner that demonstrated how we can help customers get from a non-optimal starting point to a desirable result. The"from-to" scenarios are contrasting and playful in their wording to show and emphasize how Annata can facilitate real change. Further, the concept is flexible and easy to work with and enables Annata to communicate overall messaging, cases, as well as very specific solutions to different target groups.
We also updated Annata’s logo and design guidelines, including colour palettes, fonts, graphical communications elements, and image styles. We introduced parallax scrolling and completely redid Annata’s website. In short, Annata got a new and distinct brand identity and communication platform that enable them to power possibilities for themselves and their customers – and go from missed opportunities to reaching growth objectives.
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