The purpose of this project was to rebrand a New York-based enterprise resource planning integration startup. In a very saturated market with many companies providing similar services with little contrast other than recognition, we found the competition does little to ease what is often thought as a complicated process. We jumped on the opportunity to position Eiffel Group in a way that empathizes with the customer’s stress that follows complex management problems within a business.
We began by developing the brand’s core values, mission and position. We used an interview and co-creation process to better understand both the business and the customer demographic. This resulted in a very clear Brand EVM (Essence, Voice, and Mantra) evoking a warm and understanding point of view - one very different from the common voice heard in tech-focused businesses. With this new direction we created a beautiful and engaging visual design emulating a calming, relaxing environment, using the final mantra: “Integrating peace of mind into your business.”