Elastic Path Rebrand + Case Study
With over 20 years of experience, Elastic Path has become a bona fide expert in composable commerce. But in a crowded landscape with well-known competitors, the company needed a brand that looked ahead, stood apart, and amplified its superior products and service.
Here are just a few of the items we tackled...
✅ Brand Strategy: Our strategist and writer analyzed the brand and identified missed opportunities in the landscape. The team crafted a differentiation theme — “innovate on your terms” — that captured Elastic Path’s unmatched ability to take the risk out of composable commerce so its customers could focus on pushing boundaries and experimenting.
✅ Brand Attributes: Sincere and Ready — two of Elastic Path’s brand attributes — established the foundation for a brand that is kind, wise, and dependable, and a friend who shows up, comes prepared, and sticks by your side. A third attribute, Vibrant, captured the energetic, quirky, and innovative culture of the Elastic Path team — a key reason people enjoy working with the company.
✅ Core Values: Be Open, Be Remarkable, Be the Team, Be the Customer. The fourth value, in particular, displayed the brand’s empathy for its customers and complemented its model of shared customer success.
✅ Audience Messaging Framework: We built an audience messaging framework with specific guidance tailored to both business 𝘢𝘯𝘥 tech-led audiences. This detailed, quick-reference framework, combined with a custom-built, three-prong brand voice, is defined as Approachable, Confident, and Inspiring.
✅ Visual Identity: Elastic Path is dynamic, flexible, and breaks the status quo, and we designed a logomark to match that. A polychromatic gradient represents a burst of energy, complementing Elastic Path’s Vibrant brand attribute. Other visual language elements included geometric pattern work that speaks directly to composable commerce.
→ 𝗦𝗲𝗲 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘄𝗲 𝘁𝗮𝗰𝗸𝗹𝗲𝗱 𝘃𝗶𝗮 𝘁𝗵𝗲 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆.
🫵 If your organization's brand is holding you back, hit us up!
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