Brand identity for a CX consultancy
Branding, logo design and visual assets for The CX Company and CXi Report
About The CX Company
The CX Company are the customer experience experts, providing insights, workshops, training and design solutions, focusing on CX excellence.
The key to CX Excellence is to truly understand and empathise with your customers, by ‘walking in your customers’ shoes’. The branding needed to communicate openness, simplicity and warmth, with a consistent identity throughout all the print and digital assets.
Identity
If The CX Company was an ideology/place/thing, what would it be?
Answer: Bhutan.
Here no legislation is passed into law until it has been measured against an index of gross national happiness. Lets communicate in a way that makes the day a little happier.
CX means something.
We’re surrounded by buzz-words and acronyms. We must not let CX become one too. Customer Experience is everything. It makes people happy. The only problem is it’s a lot of letters. But in each paragraph, e-mail or meeting we can remember to use the full phrase at regular intervals so everyone remembers we’re talking about something meaningful, not just another buzz-word.
Logo
Competitive analysis revealed a market dominated by large firms with a more corporate feel; a lot of blues and greys. These companies focused on the data heavy side of CX, without the ‘human-touch’ focus of The CX Company.
The logotype that was chosen is simple and straightforward, for a straight-talking company. The chosen colour, a warm slightly muted orange, represents the friendly and empathetic ‘human-touch’.
The tagline is ‘turning CX strategy into action‘ – CX is in danger of becoming a fad unless we move it out of pure strategy and into CX actions where customers can finally feel the love.
Typography
Raleway is an elegant sans-serif typeface. It is a display face that features lots of unique character, as well as a stylistic alternate inspired by more geometric sans-serif typefaces than it’s neo-grotesque inspired default character set.
Colour
CX orange is warm and optimistic.
CX purple is confident and creative.
CX blue is trustworthy and ambitious.
The CXi Report
In 2015, The CX Company launched their first CXi Report to benchmark the CX performance of Ireland’s largest brands. It was a unique and ground-breaking report and has gone from strength to strength to become a must-read for all CEO’s and CX practitioners in Ireland every year because it is based on real customer feedback.
Interactive design
During the 2020 COVID pandemic, the stakeholders decided to produce the annual report as a digital only product. An interactive published online version was also designed and developed for the website, which achieved good user engagement.
Animation
Animated GIFs were used to bring some fun and life into the report.
Data visualisation
Various print and digital assets were designed to visually communicate the data and insights in a clear and appealing way.
Motion Graphics
Videos for the website and social media were created to engage the users. My role was to storyboard the concepts, create the graphics and animate in After Effects.
