Developing a brand for Felinesoft based on insight


Research and Insight


I really enjoy working with tech companies, so this project was a lot of fun. It was also interesting because for a great agency working with Bristol’s leading creative agencies as well other prestigious clients, Felinesoft had a surprisingly low-key brand presence. Part of the problem was that at the time I started working with them, neither the brand nor their website expressed the company’s strengths in a clear or useful way.

Felinesoft asked me to help bring the brand alive with a new corporate identity and brand strategy, as well as practical suggestions of how to apply these to the new site and future marketing activity. Because time was an issue, and two heads are always better than one, I worked in partnership with another consultant (Rachel Everington) on this project.

  • We carried out in depth interviews with clients, staff and other stakeholders, to understand how the company was currently perceived
  • We reviewed all Felinesoft’s communications in detail, paying close attention to online activity, competitors and exploring routes for positioning
  • We ran a lively workshop with key Felinesoft people to discover core personas, a proposition, strapline and messaging options, which we then tested and finalised with Felinesoft
  • Finally, we created a brief for the very talented Orca Design to deliver a brand new corporate identity and website.

Felinesoft was delighted with the result. Their staff and clients had been closely involved throughout the process; they had a crisp, clean new image which does justice to the dynamic and innovative work they do; and they were armed with a clear brand strategy founded in a compelling proposition.