After spending over three years in ‘stealth mode’, the time had come for Moveworks to tell its story. Still, Moveworks faced a challenge: overcome AI skepticism, carve out a differentiated position in a crowded space, and help future customers, press, and investors understand the complex technology behind their elegant and powerful product.
The brand needed to showcase how its advanced cloud-based AI platform is transforming the future of enterprise IT. The first step for Emotive Brand was helping Moveworks laser-focus their positioning and key value proposition by defining who they wanted to reach—forward-looking CIOs, what Moveworks will help them do—deliver unparalleled IT support where IT issues resolve themselves, and why they should believe in Moveworks—magically transform your enterprise and become a CIO superstar! The positioning came to life through a complete brand redesign, updated messaging, the launch of a new website, and an exclusive, invite-only launch event. We made further updates to the Brand in 2020 to align with the launch of a new product suite.
Moveworks collapses time to create instantaneous resolution. Accelerating the enterprise in real-time meant conveying a sense of getting it done. The brand’s personality was captured in these sentiments: fast, dynamic, and bold, yet simple and direct. The visual identity leans into the concept of fast-forward. The mark conveys an abstract version of the M and W, which reflect each other perfectly and allude to a conversation. It’s about pure simplicity with the right amount of hidden magic.
A heroic photography style puts the target CIO customer front and center and makes them feel like the hero, while leaving other CIOs wanting to get in on the action.
Digital manifestations of the brand were imperative. At every touchpoint, we infused the brand system with movement and a sense of acceleration. Building movement into the guidelines ensured the brand could move strategically and consistently in a way Moveworks could own.
One of the most powerful manifestations of a brand is bringing it to life through events where customers can feel, hear, and even touch the brand. Moveworks hosted an invite-only event for CIOs to learn, network, and get personal with the founding team. The result: a funnel full of leads.
“Emotive Brand got us right from the start. They were able to understand our technology, our vision for the future, the nuances of what makes us different, and delivered us a brand that is cutting through the clutter and aiding us in growing our revenue almost 4x since launch.” - Alex Henson, Head of Marketing, Moveworks