Realizing the potential.
Modern Survey is a leading producer of human resources and employee engagement software and services. Traditionally, the company has distributed its products through third-party distribution partners, but when they came to Azul 7 they were looking to expand, and needed a brand strategy and web presence to support their efforts.
Rather than maintain their focus as a technology company, Modern Survey realized its potential for growth in a consultative role with customers who were purchasing their products indirectly. They needed to shift directions, without alienating or directly competing with their well-established and profitable distribution network. Azul 7 was brought on to help align the brand with the business model shift toward direct sales and consultation, and create a supporting web presence.
Becoming a thought leader.
Because customers had found their products to be mission critical, but had never purchased from the Modern Survey name, gaining exposure for the brand in this new context was important. Our strategy was to maximize Modern Survey’s exposure as a thought leader through speaking and publishing.
Azul 7 worked with Modern Survey to revise their overall brand strategy, even looking at a new name and mark for the company. After settling on the existing name, the Azul 7 team worked to refresh the logo and identity system. Modern Survey also needed a website to reflect its new positioning and generate new sales leads, so Azul 7 designed and developed the site for integration by Modern Survey’s development team. Continuing our strategy to gain exposure for the brand, the new site was set up for improved SEO with a focus on generating leads.
Since their shift to direct sales began and the refreshed brand launched, Modern Survey has successfully positioned itself as a thought leader, gaining public awareness as an industry expert through blogging, public speaking and national publication opportunities.
Expanded service and awareness in the B2C market.
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