Identity redesign for a Canadian software brand, generating $13M revenue per year
Scope: I acted as account lead, managing budgets, production, and resourcing
Timeline: 5 months
- Designers (2)
- Web Developer (1)
New logo, launched 2018
Executions for the new Cogsdale brand
Cogsdale is a software company owned by Harris Corporation, in operation since 1997. The organization is Canadian grown, operating out of Charlottetown, Prince Edward Island. In 2017, Cogsdale underwent a leadership change seeking aggressive growth across North American and Carribbean markets. In Q3 2017, the brand sought a more modern presentation for the brand to reflect their position within the marketplace. The previous logo had been developed in reference to Microsoft's visual identity at the time of the last logo design, reflecting the heavy use of Microsoft ERP solutions that their developers leveraged.
- To create a new logo and visual identity system for Cogsdale, distinct from its Microsoft influence
- To support the marketing team with the digital implementation of the new brand
The rebranding project involved multiple stages: discovery, stakeholder engagement, brand touchpoint review and competitor audit. Our team developed a logo, visual identity system, brand standards and guidelines, illustrations and supporting visual assets to provide the organization with an array of tools to maintain the new brand. Our team provided implementation support for the website, social channels and client-facing documents used for software implementation.
The brand discovery process found that Cogsdale's core brand attributes included transformation, mastery, power and order. Our design team chose a mature, cool colour palette to appeal to conservative utility audiences and a wider bold font style to convey confidence and stability. The logo design acknowledged the visual history of the brand, leveraging the square shape from the previous iteration while also retiring the former colour references to Microsoft. By developing a library of assets, templates and guidelines we modernized the look for the company, giving impact to their visual identity and increasing their perceived value by creating consistency across all channels.
"Leshanne's strengths in branding and marketing are impressive. Not only was she able to formulate and execute on a branding strategy in new business areas but she very quickly picked up the knowledge required in an industry new to her."
Formerly Global Vice President, Sales and Marketing at Cogsdale
Currently Global Senior Vice President, Strategic Accounts and General Manager, Aurea
"Leshanne hired me to lead design for the Cogsdale corporate rebrand. Over the project, we communicated regularly to ensure we were aligned and she was always there to help out. What I enjoy most about working with Leshanne is that she listens carefully to all partners working on a project. I value her integrity to support strategic solutions that drive long term change over short-term results. Since working together on the Cogsdale rebrand, Leshanne and I have continued working together on freelance projects. I look forward to when we work together again. "
Partner and Design Lead for Project
Currently Lead Brand Designer at LÚCID Design Agency