New brand identity and institutional kit for Accusys Technology

Accusys Technology has been building and maintaining software for banks and financial institutions across Latin America for over 20 years, with more than 300 professionals and an offering spanning software factory, IT consulting, testing, DevOps and core banking products.

Its brand rested on a logo application manual, which governs how a piece looks but says nothing about what sets the company apart from a global consultancy, which is exactly what it had to say.

And that differentiator is hard to communicate without a system.

• Being the local ally: proximity and deep knowledge of the financial sector, against global players.
• Two different conversations: speaking as a brand is not the same as speaking about a product, and neither register was defined.
• No aligned sales pieces: the commercial material did not support any particular positioning.

A logo manual solves visual consistency and leaves the question of what you say untouched.

We turned the positioning into a full brand system: visual identity, voice and the pieces the company actually sells with.

The project ran between 2021 and 2022, starting from a creative brief.

The brief, which fixes what you want to say

• Objective of positioning Accusys as an integrator and developer expert in core financial systems, and as a local partner that stays alongside.
• Assessment of target, of competitors by business line and of the values to convey: commitment, honesty, security, quality and a more modern, human tone.

Identity and voice, not just a logo

• Logo redesign and a style guide defining the brand objective and differentiating value.
• Voice in two registers: brand communication, inspiring and close, and product communication, strategic and dependable.
• Communication pillars around the promise of becoming allies to their clients, plus photographic style, palette and logo usage.

The kit they sell with

• Corporate brochure with the company presentation and portfolio, in digital and in print with UV coating.
• Large format institutional panel for the trade show stand, with the new image and brand concept.
• Presentation templates with photo and color modules, image gallery and iconography for building service proposals.

Architecture and technology

• Brand system with logo, style guide, two register voice and communication pillars.
• Institutional and commercial pieces derived from the same system.

Learn more about branding.

The company went from having logo usage rules to having a system that states what sets it apart.

Starting point

• Brand resting on a logo application manual, with no defined voice or pillars.
• No sales pieces aligned to a positioning.

Results

• New logo and style guide replacing the previous manual.
• Brand voice in two registers and communication pillars defined.
• Corporate brochure in digital and print with UV coating.
• Large format institutional panel for trade shows and presentation templates with modules and iconography.

Strategic impact

• Separating brand voice from product voice allows speaking differently to someone who knows the company and someone evaluating a solution.
• The institutional kit turns positioning into material the sales team uses, not a document.