HomeWorkRebranding and Repositioning a Category Leader
Rebranding and Repositioning a Category Leader
Branding + Website Redesign
The creators of Confirmation were the first to take the complex process of auditing and validating financial and sensitive information and make it digital with their unique platform. A game-changer for auditors, bankers, lawyers, and credit managers, Confirmation was expanding globally and quickly—the company currently spans 170 countries, and processes more than one trillion dollars in confirmations each year. Though the company was growing, their new CMO wanted to invest in branding to tap into additional growth levers—the company lacked a strategic branding foundation, which it needed to further strengthen its category leadership. As it expanded across the globe, the need for international marketing materials and multi-language versions of the website became critical to success, and it needed an effective way to manage all the brand sites in one place.
Working with Confirmation’s Marketing team, we planned and executed an agile-based approach to quickly rebuild their brand and website. We conducted interviews with auditors, utilized secondary research, and led full day workshops with company stakeholders to fully understand the user and the competitive landscape. The insights we gathered set us up to develop a new brand strategy, positioning the primary audience of auditors as detectives in search of truth through the use of Confirmation’s platform. This was the foundation we used to create a fresh logo, a style guide and digital guide for all products, custom illustrations, and a redesigned website that brought all of these new components to life. The new website’s multi-site platform was designed—in close partnership with Confirmation’s Marketing and IT teams—to help the company seamlessly take over after the rebrand, and effectively maintain branding and manage workflow across all regional sites.
Following the rebrand, Confirmation experienced a lift in marketing and sales engagement, positive customer feedback, and higher digital engagement as well as a vast uptick in followers and engagement on social media. In addition, within months of launching the rebrand Confirmation was acquired by Thomson Reuters.