Changing the game for a 20-year-old brand.
The Problem to Solve
For two decades, Vision Critical’s award-winning customer insights platform helped iconic brands like Buzzfeed, LinkedIn and Red Bull uncover customer motivations and opinions. In early 2020, with a new executive team appointed, Vision Critical embarked on a significant business pivot to expand into the highly competitive CXM (customer experience management) market. As their key offering evolved from a research tool into a strategic SaaS platform for business, they needed a complete brand re-set to match their corporate ambitions and signal real change to employees in need of inspiration and a marketplace in need of disruption.
The brand transformation was comprehensive. A new strategic platform was built around the legacy strengths of the business, while shifting focus to its high-growth future. The highly emotive positioning, Truth in Action, informed the company renaming, and all of that lay the groundwork for a fresh new logo and visual identity designed to stand out in the sea of sameness that characterized the CXM category.
After less than six months, Vision Critical was reborn as Alida.