Out with the old, in with the new
ProsperWorks the product had outgrown ProsperWorks the brand. So they came to Ueno to do something about it.
In 2014, ProsperWorks ushered in the era of the intelligent CRM, integrating directly with G Suite apps like Gmail, Calendar, Hangouts, and Drive.
Four years later the innovative product had outgrown the brand. To better position itself as a leader in the rapidly changing CRM market, the company came to Ueno for a complete brand rethink, including a new name.
What we did
Strategy, Naming, Branding, Web Design, Art Direction, Photography, Tone of Voice, Motion Design, Marketing Material.
We were thrilled to work with Ueno on our rebrand. We knew it would be a challenge to pull off a name change and new visual identity on a such a short timeline but the process the Ueno team led was very efficient and extremely collaborative. It felt like one team working toward the same goal and we couldn’t be happier with the result!
Thinking of a master plan
Listening to the people who created, sold and used the product helped us define a direction for what would become the new brand. The keywords: energy, simplicity, humanity.
Let’s see some ID
ProsperWorks becomes Copper
The new name had to reflect both the product and the brand: sturdy, grounded, friendly, and memorable. It had to work equally well for a productivity tool used by millions and a company worth billions. Plus it had to be fun to say.
The new logo would follow suit: bold and energetic but also playful and human.
Elements of style
The building blocks of a brand
Copper’s style guide makes sure its robust identity — logo, colors, typefaces, icons, shapes, and all the other little things — will continue to shine through consistently in every situation, from business card to billboard ad.
A logo is not your brand. Your brand is the experience your customers have with you across every touchpoint. So, for Copper, we set out to create a friendly, approachable identity system that could easily scale over time. We’re super happy with the results because it puts the focus on telling the story of what’s next with Copper’s business model, and the colon as a punctuation mark signifies the beginning of something — a conversation, a relationship with their customers.
The new faces of CRM
Copper is about people. So we took photos of a few of them to use in all kinds of settings, online and off.
A home for Copper
The new website
Because it involves so many elements, a website is often the clearest distillation of a brand. For Copper’s new site we created several different content modules and UI animations for the in-house team to work with.
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Targeting users and industries
Branding isn’t an end in itself. Copper’s website is designed to do the very practical job of persuading users to try the service.
It’s out there
Copper in the wild
A ship is safe in harbor, but that’s not what ships are for. The new brand is built to go from the safety of a style guide into the messy world out there, and live to tell the tale.