Case Study: Acumenity

The Problem

Acumentiy is a small software and web development company. If Acumenity wanted to compete with global brands, they needed a strong visual strategy behind their communications. So, we struck out together to develop a way for this small company to visually communicate that would help make them competitive.

The Solution

We began with discovery. Then we moved on to identify their value proposition in the development market. They differentiate themselves through the tech skills of one partner and the consulting and educational skills of the other. They imagine and build online communities for their clients and deliver far more than just code. I presented two strategic options.

Brand Strategy: Ownership = Duality

I developed language and visual devices that represented duality. The design element of contrast represents this idea perfectly as a visual device. I also presented perspective as a visual device that could communicate their value proposition.

Brand Strategy: Against-Positioning

They chose the second option. I developed their positioning statement, which was the first chapter of the story Acumenity would tell.

"We don't build websites. We build communities."

We established pixels as the visual device. "Pixels are our building blocks for your community." You could say that acumentiy builds communities literally out of pixels and figuratively out of people.

The Acumenity "a"

The Acumenity "a" was inspired by Dali's "Gala Contemplating the Mediterranean Sea...". It transforms from a pixelated visual of Abramham Lincoln, at a distance, into a portrait of Dali's wife, Gala, as you move closer. The cryptic nature of the pixels in the "a" draws people in and inspires them to ask questions. This sets up the opportunity to tell the brand story, an essential tool of the brand.

The Impact

The company came away with a solid framework of a brand: value proposition, positioning statement, a visual device including a logo, and a brand story that explains the Acumenity brand promise, which the company leveraged to win a major partnership with Intuit which enabled them to build their signature CRM product called Cinch.

Diana Groth Design | Creative Direction + Strategy