Project Description
PEGA BRAND FOUNDATION, EXPRESSION & TRAINING
A DIGITAL TECHNOLOGY DYNAMO SEEKS DIFFERENTIATION
The Ask
PegaSystems is a 5000-strong software company that is rapidly moving up to be a major player in customer relationship management, digital process automation, and business process management. They engaged us to help them refine their brand foundation and expression to enable internal understanding – and external communication – of the powerful role they play in supporting their Fortune 500 clients.
We collaborated with them to refine existing – and create new – brand foundation elements, and craft new brand voice and messaging. We also trained over 125 employees and communications partners in the new brand expression domestically in Cambridge, Massachusetts, and abroad in Reading, UK.
HOW WE DELIVERED
In close partnership with key stakeholders, we created new positioning, mission and vision statements, brand personality attributes, a brand-level messaging platform, and brand voice writing tactics.
We brought all that work together into new brand guidelines, and then created a day-long, interactive training session for internal and external communicators. Once in-person training was complete, we went on to create an online, self-running brand foundation and expression training module.
