Systemware
Brand Identity Development
Bringing 40 years of experience to the table, Systemware's brand update needed to capture both a legacy of success and a promise of future innovation. As solutions architects willing and able to build anything their clients imagine, this founder's company rebrand was developed to embrace the one thing their competitors can't touch: a warm, inspiring community of people committed to doing good.
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Thomas Roach
Art Direction, Logo Design, Graphic DesignMatthew Muller
Creative OversightKeagan Kirk-Singer
Brand StrategyKiayanna Washington
Brand StrategyRyan Adams
Digital Production
Brand Teaser
Opportunity
With more than 40 years in Enterprise Content Management (ECM), Systemware had an established history as an industry innovator and quality client partner. However, despite their impressive and stable portfolio, they were still a well-kept secret within their market. Our team set out to help them crystalize their unique value in a way that could accelerate their visibility and growth.
Challenge
While speaking the language of tech experts had afforded Systemware four decades of success, it was also preventing them from fully reaching their aspirational audience: C-Suite executives. To tackle goliath competitors like IBM, Systemware needed the tools to guide executives through complex technical challenges.
In addition, Systemware's founder and CEO was transitioning out and preparing his son to take the mantle. With a community as tenured and tight-knit as this one, it was critical that employees felt a strong hand on the wheel and saw this rebrand as a continuation of their existing culture.
Strategy
Our solution was to lean into what set them apart: the people. Members of Systemware were architects who built their business, their relationships, and their solutions from the ground up. Clients of Systemware stuck by them for their commitment to creating custom-developed solutions in response to emerging challenges.
By positioning them as experienced builders of tomorrow, we created a vision of trusted leaders who could draft a blueprint for the future.
Results
Systemware's new logo features a fully-custom typeface beneath an elevated star. To the company within, it speaks to the enduring spark of the founder—his focus on the horizon and on blazing a trail forward. To Systemware's customers, it promises guidance and stability from a partner well equipped to build what comes next.
The fuller visual system communicates clarity and structure alongside cutting-edge solutions. Pairing reserved blues with bright accents and dynamic wedges, it tells the story of a company with a legacy of success that isn't resting on its laurels.
American Lonestar
Systemware founder Dan Basso and son Frankie share a look at the company's history and their vision for the future.