| Client: | Apixio |
| Capabilities: | Strategy, Branding, |
| Creative, Digital |
A confident, sophisticated approach
BACKGROUND
As a follow-on from our Brand Audit, NobleRock Creative was asked to expand the new brand positioning and messages and enhance the brand visual platform. Our task was to provide high-level value statements for both the Apixio brand and for the service suite. The existing brand visual solution used just a single font for all content uses and did not comply with a rigorous use hierarchy. The color palette was restrictive and consisted of only three colors. While the brand elements were creatively applied, given their limitations, it was time to expand the platform.
Colors are more than just a visual aid.
Colors convey emotions, feelings and experiences.
Each of these contribute to your brand perception.
New Fonts
New Colors
SOLUTION
Visual Identity
We enhanced the Corporate Identity by lightening the logomark blues and softened the color approach to the logotype. We updated the primary color palette with these changes while creating secondary and tertiary color palettes to broaden a range of creative uses to establish a stronger and differentiated brand visual platform.
We also modified the corporate font families to expand and establish stronger use instances to make content stand-out and conform to a use hierarchy. In the absence of custom photography, we established recommendations for using imagery to support messaging by developing an Apixio brand use-criteria and style guidance for image selection.
In general I thought that NobleRock’s brand work was productive and excellent. I think this exercise is needed because I think getting us all on same page and agreeing is one of the most valuable outcomes from this.
John Schneider CTO, Apixio.
Brand Positioning Approach
Strategic Brand Value Statements
SOLUTION
Message Platform
Establishing a fresh and differentiated message platform for a company looking to break audience perception and enter new markets was the primary goal. We needed to introduce ideas for a shift in direction by elevating the brand positioning without losing sight of the current offering.
The NobleRock Creative solution provided a brand message platform with a clear path to the future vision of Apixio. Our broad-reaching message approach will support all Apixio solutions and resonate with the company’s customer and investor audiences. We elevated the Apixio, brand positioning, and market perception to cover current and future needs creating a set of core brand value statements. We then created a complementary suite of high-level value statements supporting the Apixio service platform to extend this further.
RESULTS
Apixio needed a fresh and differentiated message platform to help break audience perception and rise above the noise while preparing to enter new markets. We introduced new ideas for a shift in direction by elevating the brand positioning, reinforcing established brand loyalty without losing sight of current offerings.
NobleRock Creative provided Apixio with a strategic approach to establishing market relevance and increasing engagement opportunities with their core audiences. We created a new enhanced corporate identity platform. We expanded the marketing and sales collateral with a distinctive design approach that presented the Apixio solution suite in a clear, simple, and direct manner.