DocuWare
Creative lead while working at LESS+MORE. DocuWare is a global provider of cloud solutions for document management and workflow automation. Founded in 1988, the company’s products and services have evolved to meet the changing needs of its customers. Their branding was in need of evolution as well. We were brought in to redesign DocuWare’s corporate identity and thoroughly refresh its outward appearance.
Working with DocuWare’s leadership, we established a clear plan and set of success metrics. We were given free rein to explore the core brand identity elements and asked to build from the brand messaging platform of “Set the new pace for business”. Our design strategy was rooted in expressing the core brand attributes most relevant to DocuWare’s success. We applied this thinking to broad early creative exploration and presented numerous options for consideration.
Dubbed “Pixel” by our creative team, the chosen concept moved into execution. We applied numerous subtle design variations and tried different typographic and color palette combinations. We revisited research and compared proposed solutions to competitive brands. We also stepped back to view the work critically through the eyes of the different geographic markets it would be used in and tested it on specific applications that make up DocuWare’s marketing efforts.
The new identity rolled out immediately across 70 countries, reaching 18,000 customers and over 500,000 users worldwide. DocuWare's VP of Marketing called the result "game-changing," noting that the work gave the company a stronger voice and clearer market position at a pivotal moment in its growth. Shortly after launch, DocuWare was acquired by Ricoh — carrying the new brand into one of the world's largest imaging and technology companies.
