AppZen is a AI-powered platform that helps companies intelligently and seamlessly take control of their spending. They had the technology, the customers, and the potential, but no real brand. I gave them a voice, inspired by their friendly, candid, and ambitious company culture and people. Definitely the least boring finance work I’ve ever done.
Leading the way
Even up against giants like Expensify and Concur, AppZen had the best technology, cleanest interface, and most responsive support. I crafted a voice that was professional with an edge, helping them to find the sweet spot between too much and just enough so they could talk the talk of their industry yet still defy convention.
Brand Guidelines
As part of my charge, I created and articulated a full set of guidelines for voice, tone, and messaging to pass on the future partners, in-house writers, and the team. Though they had previously articulated some “rules” around language, this was a huge step forward for them as a brand to build on their personality. It helped them understand how to use humor (something they desired from the very beginning) and when to tone it down (no pun intended).
Tying it all together
I worked closely with the designers as the brand came to life, helping to define a unifying expression in language and look that was unique to the market and true to AppZen as a company. The vibrant result sets the stage for their growth, with the parameters to smartly evolve.
Agency: Rightpoint // Creative Directors: Tom Quish, Pernilla Peterson