Leading a suite of brands to a successful IPO
EngageSmart
Brand Strategy, Brand Identity, Campaigns
Who
EngageSmart is the standard for dependable, frictionless interactions between companies and their customers. They are the parent brand of a wide suite of vertical solutions.
What
The EngageSmart team needed a strategic redesign and repositioning of their brand that would lead the company to IPO.
After a long collaboration with the SimplePractice organization, our team was pulled in to elevate their parent brand as they prepared for their initial public offering.
EngageSmart encompasses 4 distinct vertical solutions with 4 distinct brands.
After weeks of strategy, we decided to move forward with a hybrid approach for this house of brands by developing a unique and sturdy identity for EngageSmart that would compliment but not overpower the individual solutions.
With investors and employees in mind, we set out to articulate a unified point-of-view for EngageSmart, one that felt simple but powerful, sophisticated, and empowering.
We built out a functional and simple system grounded in navy and white and elevated by a delightful and flexible iconography system.
Range was important here, too. The system had to work at a large scale for out of home advertisements on launch day and at a small scale for data-driven moments in the company's S-1.
On September 23rd, the EngageSmart team rang the bell at the New York Stock Exchange and celebrated a wildly successful IPO.
Credits
Vanessa Koch
Design Director
Kelsey Aroian
Strategy Director
Jared Granger, Lauren Michael
Design