QUALSYS
Defining a brand strategy that puts Qualsys before its product.Branding, visual identity and asset development
Qualsys makes software. But they do much more that. At the heart of the business is a commitment to help businesses realise their potential through quality management and governance. They’re a partner that ensures continued success by giving businesses the ability to tailor software, implementation and day-to-day practices to deliver real impact.
The challenge they were facing, was that their product brand EQMS was becoming more recognisable than their actual brand. First, they needed our help to decide whether they should drop the Qualsys name in favour of a product-led identity. And then turn the chosen brand into something that would connect effectively with B2B audiences.
The first task was examining how audiences perceived the Qualsys and EQMS brands. By combining research, strategy and stakeholder discussions, we needed to make a reasoned case for each brand and provide our recommendation for the best route forward.
Once we’d reached agreement on the brand name (and resulting hierarchy), the next goal was uncovering an authentic brand purpose that would underpin a new visual identity to inform the creation of a new website and supporting collateral.
Giving Qualsys an evidence-based purpose-driven identity
When we spoke to internal and external audiences, we quickly learnt that the two names did, in fact, fulfil a real purpose for customers. They made it much easier for customers to differentiate between the product itself and the support service they receive.
Insight-Driven Brand Clarity
Audience research revealed a clear distinction between product and service guiding a smarter, more purposeful brand structure for Qualsys.
A Brand That Understands Support
We reinforced Qualsys' long-term support role building trust beyond implementation and addressing real customer expectations across their journey.
Friendly, Focused and Purpose-Led
With ‘making business happy’ at its heart, we delivered an approachable identity and user-friendly website focused on customer needs.
More leads, conversions and submissions
Qualsys now has a clear direction for the future and a brand that everyone in the business can get behind. As you can see, the website quickly yielded results in the first few months after going live:0%
Increase in conversion rate vs previous year0%
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more contact vs previous yearCheck out other work
Actions speak louder than words. And tangible business results speak even louder. So, please take a look at some of the organisations we've helped transform with impactful branding, strategic thinking, websites, campaigns and all kinds of activations.
