Brand strategy for Felinesoft

Website home page for Felinesoft, one of Cecilia Unlimited's clientsThe challenge:

Felinesoft is a great company delivering development projects that range from CRM customisations to full business process systems and websites. They work with some big names in Bristol and beyond, including providing specialist development resource to some of Bristol’s leading creative agencies.

Up until now, however, Felinesoft has been Bristol’s best kept secret, with very little brand presence or recognition outside their client list. Neither the brand nor the website expressed the company’s strengths in a clear and compelling way.

Felinesoft asked Cecilia Unlimited to bring the brand alive, and deliver a new corporate identity, brand strategy and practical suggestions of how to apply these to the new site and future marketing activity.

 

What we did:

For this project I worked in partnership with Rachel of Agua Marketing Communications to provide some additional manpower and the breadth of experience required to get under the skin of the company. We carried out in depth interviews with clients, staff and other stakeholders, to gather their opinions and get a strong feel for how the company was perceived. We reviewed all their communications and channels in detail, paying close attention to existing and potential activity online, to competitors and we explored routes for positioning. A lively workshop with key Felinesoft people yielded core personas, a proposition and messaging options, which we then tested and finalised with Felinesoft. A brief to the very talented Orca Design followed, which delivered a brand new corporate identity and website.

 

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The result?

A delighted client, whose staff and clients had been closely involved throughout the process; a crisp, clean new image which does justice to the dynamic and innovative work they do; a clear brand strategy founded in a compelling proposition and with practical application.

Ralph Johnson, CEO of Felinesoft says, “Working with Cecilia and Rachel has shone a light on how we talk about ourselves, how other people see us and how we’re positioning ourselves in a competitive market. I’m pleased to say that the project has really clarified our brand and marketing focus – we’re delighted with the results and I’ve no doubt that the project will contribute to developing existing and new business”.

Tracey Hatch, Operations Manager at Felinesoft, commented “Cecilia and Rachel designed a programme of work that suited our needs perfectly, and delivered a result of which we are all proud. Cecilia and Rachel were a pleasure to work with, and walked us through each step with professionalism; their expertise and insight were both inspiring and reassuring and we got a huge amount of value out of the whole exercise.”