Customer.io

Cus​tomer​.io began with our Brand Insights offer­ing, an audit into their exist­ing brand from our team. We iden­ti­fied a few key areas where their brand could help them get clos­er to their goals of rel­e­vance, evo­lu­tion, and momentum.

Their team wor­ried that their name, ​“Cus​tomer​.io,” was lim­it­ing. We felt their name equi­ty out­weighed the lim­i­ta­tions, and they’d be bet­ter served clar­i­fy­ing their posi­tion­ing and revi­tal­iz­ing their brand. After review­ing our rec­om­men­da­tions, we moved for­ward with their brand story. 

Cus​tomer​.io came to us hav­ing out­grown their exist­ing posi­tion­ing. After explor­ing and test­ing their dif­fer­en­ti­a­tion – and con­sid­er­ing where they were head­ed – we decid­ed to empha­size Customer.io’s data-dri­ven and delight­ful-to-use nature. We refo­cused posi­tion­ing to be about the cus­tomers them­selves vs. Cus​tomer​.io.

Our ver­bal work kicked off with a Brand Sto­ry, which estab­lished Customer.io’s ethos and inject­ed some much-need­ed emo­tion into the brand. A USP and Val­ue Propo­si­tion car­ried both the posi­tion­ing and brand nar­ra­tive for­ward and informed Customer.io’s tagline, ​“Say more, more powerfully.” 

Customer.io’s logo was inspired by its brand attrib­ut­es: Pow­er­ful, Adap­tive, Human. The logo rep­re­sents the brand’s data-dri­ven approach, focus on being a user-cen­tric plat­form, and com­mit­ment to acti­va­tion. The three parts of the logo fit togeth­er to cre­ate a cohe­sive nar­ra­tive, each one treat­ing a crit­i­cal aspect of Customer.io’s identity: 

• Data – the uti­liza­tion of diverse data sources

• Plat­form – the cus­tomer-cen­tric platform

• Acti­va­tion – for­ward momentum

Our stand­out col­ors, Ever­green and Ver­dant, sym­bol­ize growth, har­mo­ny, and bal­ance. They are sup­port­ed by a sec­ondary and ter­tiary palette that intro­duce bright­ness and ener­gy. We land­ed on Saans, a type­face cho­sen for its per­son­al­i­ty and read­abil­i­ty, to con­vey our messaging. 

In keep­ing with the col­or and type­face choic­es, Customer.io’s pro­fes­sion­al-yet-casu­al por­trait pho­tog­ra­phy style ampli­fies a sense of ener­gy, momen­tum, and opti­mism. Prod­uct pho­tog­ra­phy makes lib­er­al use of the brand palette, as well as the cho­sen visu­al lan­guage, which orig­i­nates from the three shapes found in the logo.