The client
eyko provides a cloud-based platform designed to simplify accessing and preparing data from various sources for AI analysis including challenging ERP systems like JD Edwards and others. Their end-to-end analytics platform enables users, particularly those in finance, sales, and marketing, to connect to different systems, blend and clean data and generate reports and dashboards for natural language AI discovery and insights, all in one unified system. This approach allows professionals to make informed decisions based on more complete, accurate, and up-to-date information.
Founded in 2018, eyko‘s niche lies in two key areas. One, providing an intuitive data management solution that empowers business professionals to handle and interpret data independently, facilitating quicker and more confident decision-making. Two, providing breakthrough insights powered by eyko’s purpose built AI assistant.
The challenge
When eyko approached Hallam, they wanted a way to stand out as a disruptor in the analytics and AI category, with a visual identity, tone of voice and messaging to reflect the exciting innovations within its product and roadmap. eyko competes in a highly saturated market with innovative features that deliver instant value unlike other vendors, yet, had to find a message and brand to stand out and cut through the competitive clutter. Ultimately by transitioning the identity, ekyo’s aim is to attract new customers with creative and messaging that resonates with them.
Through our Brand Strategy work, we needed to understand their customer’s pain points and build on eyko’s strengths, to ultimately determine their whole market positioning amongst a competitive landscape. Our ultimate outcome was to produce a Source Code document laying out their entire brand strategy, followed by comprehensive Brand Guidelines for them to follow and roll out throughout all aspects of the business.
What we did
In order to produce meaningful work, we commenced the project with thorough research, including all types of interviews, from internal stakeholders to customers and partnerships. As our learnings came together, we understood where eyko has its niche in a world where there’s never been so much data and so little insight.
Source Code and Brand Strategy
We provided a comprehensive brand strategy in the format of our ‘Source Code’ that clarified their unique strengths and aligned their entire team around the value they offer. We developed a strategic narrative that outlined how the world is evolving and how their brand needs to position itself for the future.
We articulated a clear brand positioning rooted in their core offer and competitive landscape, which included refining their vision and mission statements. Additionally, we provided recommendations on segmentation, targeting and key messaging tailored to different audience groups.
To bring the strategy to life, we created low-fidelity creative examples demonstrating how the new positioning could be visually and verbally expressed. Finally, we facilitated early alignment on distinctive brand assets and tone of voice, setting the foundation for future brand identity development.
The Creative Platform
Whereas Hallam’s Source Code is intended to be a living document, to be used frequently as the starting point for creative work, sales content and other internal and external communications, the Brand Guidelines were in-depth guidelines for everyone in the business to follow.
The guidelines were a comprehensive document containing all elements of the strategy, as well as typography, messaging, use of photography, applications of the brand and so much more. This ensured consistent, high-end execution across all customer touchpoints.
Through ongoing wip calls, concepting and meticulous attention to detail in our iterations of the work, we finally presented to senior stakeholders and internal teams. We explained the rationale, thinking and creative force behind our ideas, getting the eyko brand strategy to a point where the client signed off the project, applying it to their new website and all future brand visuals.
“Following our brand strategy work with Hallam, we felt confident in launching our new website as Hallam produced a source of truth for us that could feed into every visual aspect of our business. We put our trust in Hallam and they delivered a seamless and extensive project which has made eyko stand out in a way that makes us really proud”
Paul Yarwood, Head of Marketing & Co-Founder of eyko
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