Evolving around you
The previous look-and-feel of Quorso had been built around ‘new frontiers’ and the idea of exploration, utilising a space theme based around the brands existing colour palette. Although this had vastly differentiated them within their industry, after a few years of use the Quorso team had begun to recognise challenges that the identity could not solve in its current form.
Challenges such as the Quorso red causing negative connotations within the app’s UI and the illustration style feeling too youthful; the brand purpose was born out of a start-up mentality in finding ‘new frontiers’ where as the new business solution was much more focussed and know. That focus was found through AI + Human > AI or Human.
With the previous branding project, the brand strategy was already in place. In this project we were able to undertake a deeper discovery process in order to create a new brand positioning and proposition.After close collaboration, scanning the market and hearing from users of the platform, we landed on a proposition that was engrained in the product of Quorso itself and what it does. The platform not only helps fields leaders to be more efficient but it learns from the actions they take, not just revolving around field leaders but evolving around them. The proposition was about empowering ops leaders every day with AI and data-driven technology. This allowed us to shift the focus away from the Quorso product features and on to the value for end users, creating our simplified new message; Evolving around you.
This proposition was then crafted into a detailed framework we call a ‘brand house’ covering everything from the purpose and responsibility through to the brand function, overarching positioning and use of language. This formed a solid foundation for the new brand identity, ahead of our design phase.