RockStep Solutions produces SaaS software for managing pharmaceutical drug discovery research.
RockStep Brand Development
The Challenge
Craft a modern, cohesive brand identity and voice for RockStep Solutions with limited resources and budget, adapting it as necessary to support the
start-up's growth and expansion plans.
The Results
Two successful brand refreshes, each further defining the RockStep brand identity while improving recognition and awareness. The improved branding and messaging solidified RockStep as a serious player in the life sciences SaaS industry.
The Details: Brand Refresh #1
During my time as Director of Marketing, I oversaw two brand refreshes driven by changing priorities and expanding into new markets.
When I first joined, they had two logos: one for the company and one for the software, Climb. However, they did not have a developed brand look, story, or voice.
Old Company Logo
Old Software Logo
New Software Logo
New Company Logo
New Icon Logo
It was important to the founders to keep the blue and green color scheme and the concept of two logos, with the Climb software logo taking priority over the RockStep logo, as they believed the software would outlast the company after acquisition. I wanted to give them a more visually cohesive and sleek logo group, incorporating a new tagline and focusing on the 'mountain' iconography.
The founders also had a future goal of using the Climb mountain icon by itself without the company or software name attached, but the brand awareness was not at the level necessary for that sort of treatment to work. I created an in-between logo that incorporated the company and software names with the Climb mountain icon in order to start moving the brand identity in that direction while still building the mental connection between the visual icon and RockStep/Climb.
Along with updated the logos, I crafted a brand presence and voice for them that fit the company goals and would resonate with their target markets. The two colors really help tell the brand story, with the bright green representing growth, health and new beginnings and the dark blue portraying stability, security, and reliability.
Another key aspect I wanted to incorporate into the brand identity was the idea of being straightforward, honest, and reliable. I used a lot of white with crisp, clean lines and shapes to embody the notion that RockStep is a company that 'tells it like it is' and isn't interested in being 'flashy' or 'overdone'. The target audience is mostly composed of scientists and researchers, a group that can easy be turned off by overly designed or elaborate marketing materials.
This required refreshing their website/online presence, trade show and event materials, branded swag, and literature. As a start-up, RockStep had a limited budget to work with but still needed a collected, mature look.
For the website and social media, I used the brand colors extensively as well as simplified the visual presence. The original website had busy stock footage looping for the hero image and lacked consistency. It also required a content and navigation restructuring to trim down unnecessary pages and guide viewers to the information they really needed.
Old Website Homepage
Updated Website Home Page
Old Trade Show Booths
New Trade Show Booths
Old Brochure
New Brochure
The Details: Brand Refresh #2
As RockStep continued developing their commercial plan and business goals, it became clear that the messaging, value propositions, and target personas needed to be further developed and refined. With additional funding and budget available, I was able to bring on a consultant and a website development company to help solidify the new marketing strategy- which resulted in the decision to do a second re-brand.
The idea of the Climb software having a higher placement in the brand hierarchy than the actual company name was abandoned and the two logos combined to further simplify the company's visual presence. The key elements of the mountain icon and brand colors were maintained as well as the brand feel and voice to ensure RockStep didn't lose any of their existing brand equity. The Climb software logo was retired completely, replaced with a wordmark when necessary.
New Software Wordmark
New Combined Logo
New Website Homepage - from Three Summers Creative
New Explainer Video - from Three Summers Creative
This latest round of re-branding really sets RockStep up for success in their current growth and expansion plans. The simplified visual presence combined with updated messaging, dynamic website, and a new animated explainer video clearly communicates the value of the Climb software in ways that resonate with their target audience.
As a start-up with one foot into their growth phase, RockStep needed a consistent, memorable and exciting brand identity and I'm confident this latest refresh is exactly that.