Parago Visual Identity
Parago have been at the forefront of developing specialist asset management systems for the education sector since 2006. However, the marketplace had rapidly exploded with a number of competitors coming onto the scene. Also, the advent of academies, with their different operating structures and reporting challenges meant that one product did not necessarily fit all solutions from a customer perspective. The competitor products were not as sophisticated but their aggressive marketing and sales tactics were winning them sales nonetheless.
Parago needed to better understand customer needs and purchase triggers so it could align its messaging around those requirements. Interviewing school heads, academy managers, bursars and IT directors helped us understand their world, their challenges and why they chose Parago. Our audience was time poor, diverse and challenged with by reporting structures and requirements. Parago needed to demonstrate that it understood all this. Talking to internal and external audiences helped us get under the skin of the sector, the marketplace, products, competitors and the language that was spoken and understood.
The existing identity was based on a standard font and struggled on screen. There was precious little stand out and even less consistency across customer facing communications. The website too needed attention, it was highly technical and specification driven and the benefits of Parago's cloud solutions were not obvious – it was not resonating with visitors and was not responsive in any way.
So here’s what we did...
The Parago core brand was updated and a brighter visual identity was created incorporating a unique image treatment. A more human tone of voice was adopted to resonate with audiences while a defined message framework for implemented across all channels. A series of short informative videos showcasing the benefits of Parago's solutions were produced and added to the website delivering a more engaging user experience. A custom content system was developed for easy management and to provide integration and reporting for traffic and online campaigns.
The full scope of work included: Discovery
Workshops / Perception Interviews / Positioning Strategy / Messaging
Framework / Visual Identity Roll-out / Email Campaigns / Brochure Design
/ Case Studies / Whitepapers / Original Photography / Image Treatment /
Event Support / Banners & Standees / Posters / Internal Document
Templates / Stationery / Corporate Collateral / Video Production