Twenty CX is a marketing and technology firm specialising in audience engagement through marketing automation, digital engagement, and customer experience. They employ a unique framework dubbed “Power-to-Influence” to assess an organisation's potential to influence customer outcomes, its gaps, and opportunities for improvement.

Twenty CX developed a brand proposition “The Art of intelligent influence” to communicate this unique framework, however, the brand's design language was not equipped to articulate this new approach. So, Twenty CX came to creativeiq to develop a rebrand that could visually express their new proposition and ultimately repositioning the brand in an already crowded Auckland market.

Due to the lavish design aesthetic of the existing logo, simply adding the tagline gave us unsuccessful results. So to create better cohesion between the new proposition tagline and logo, a reimagining of the logo design was required. After further consultation with the client, we landed on a new logo that included a connection to the old one, which was paramount to the client. Twenty was changed to “20” to simplify the typography, and the circle from the old logo was elevated to become a key element of the new logo and tagline. The origins of the circle came from the brand's affinity to the Pareto Principle (80% of consequences come from 20% of the causes). This Principle spoke to brands mission and ethos perfectly, so it made sense to retain this element.

We drew inspiration from their unique framework, and Pareto Principle, to create graphic elements and icons, that fuse creativity and Intelligence into the brand's design language. Key attributes that help to convey the brand's product offering.

Combined with a bright and vibrant colour palette, 20CX now has a brand identity, that has a modern, creative tech vibe, that is a perfect fit for both their new business proposition and target customer base.

With this new brand direction defined, a style guide and other brand assets were created, such as infographics, social media graphics, and website design mock-ups.