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Blend360
Blend360
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Overview
How Blend360 Powers AI Innovation with a Digital Rebrand by Outliant
In a world where people definitely judge books by their covers and businesses by their branding, how a company presents itself is a pivotal factor in achieving its goals.
The team at Blend, a premier AI services provider that serves Fortune 1000 brands, understood that to leave a meaningful impact on the world, they needed to make a lasting impression. And the partner they trusted with Blend’s entire corporate rebrand was Outliant.
The Challenge
Drive client growth and attract new business
The Approach
Create new branding that resonates with enterprise clients
The Challenge
Upleveling Blend’s Public Image
With offices around the globe, Blend is dedicated to unlocking value and fostering innovation for its enterprise clients by harnessing world-class people and data-driven strategy. So it makes sense that to accomplish their mission to fuel bold visions, the marketing team needed a bold brand to match.
Naturally, Blend saw its corporate website as a crucial portal—not only to wow visitors with slick visuals but also to effectively share how the business can serve its clients’ needs. At the time, however, the team struggled with a website that lacked both form and functionality.
Creating a cohesive brand identity
01
Building a more intuitive user experience
02
Setting the marketing team up for success as they scaled
03
Our Approach
Coming Full Circle With a Unified Brand
There were several elements that stood out to Blend’s marketers as needing an overhaul.
No items found.
Modern Brand Identity
With over 1,000 team members and a fleet of enterprise clients, Blend needed a fresh look and feel that would exemplify their leading organization. To gain a competitive advantage and drive growth, the team needed to put their best face forward with a modern, reimagined brand identity from top to bottom.
User Navigation
Visitors to Blend’s previous website found the layout confusing to navigate, as elements were often disconnected and lacking cohesion. Clients looking for more information were met with limited, static content that didn’t deliver the details they hoped to find.
Website Management
In addition to the front end leaving users frustrated, the website’s back end was also difficult for the marketing team to manage and update. As the team grew, they knew they needed a system that could easily handle frequent content updates and didn’t require hours upon hours of training and onboarding.
Future Direction
Aside from its functional inadequacies, Blend’s website didn’t reflect the company’s direction moving forward. A rebrand would allow the team to unify its assets and create cohesive representation across all business properties.
Before
After
The Solution
Outliant’s complete corporate rebrand brought Blend’s mission to life
The Phases
01
Initiation and Strategy
Blend’s marketing team partnered with Outliant to jointly collaborate on a complete rebranding project. This project included developing a new company logo, visual branding, and corporate narrative. Outliant’s strategy transitioned Blend’s internal focus on marketing to an outside-in perspective that unified all facets of brand representation.
02
Concept Development
Over the course of three months, Outliant worked with Blend to develop its brand purpose, which is to solve big challenges by blending people and AI to make the world a better place. The aspirational anchor that tied this core messaging together was the new tagline, “We blend in so you can stand out.”
03
Brand Voice and Messaging
With an emphasis on client relationships, the rebrand focused on showcasing customers as the heroes of their own stories. Outliant developed a brand voice that is both professional and personable, with key messages that enable Blend to cater to various audience needs in a visual and informative way.
04
Website Redesign
The website was rebuilt from scratch to support this new brand messaging. Outliant put the company’s clients front and center, highlighting how Blend solves their biggest problems and co-creates meaningful impact.
05
Visual Identity
The rebrand culminated in a new corporate logo, which features a prominent “B” shape to symbolize Blend’s 360-degree approach to blending ideas and perspectives. This visual transformation means Blend can now put its best face forward.
The Results
1,000
Global employees benefitting from new brand identity
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3
Months to complete an entire rebrand
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77
Pages in Blend’s extensive brand guide
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360
Degrees of digital transformation
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The Impact
A Unified and Enhanced Corporate Image
What resulted from Blend’s partnership with Outliant was nothing short of transformative. The marketing team is now enthusiastic about this brand reimagining and excited about running campaigns again.
They’re also more confident thanks to Outliant’s hands-on training and onboarding. No longer do they feel uneasy about making updates to their own site.
This strong sense of autonomy has created a ripple effect throughout Blend, which is now set up for success and ready to adapt as business needs evolve.
And despite its new motto to blend in, with its new brand and website, Blend can stand out to clients and prospects, while also providing the team with a personable approach to nurturing their day-to-day relationships.
Caroline Caldwell
VP of Marketing
Client's Testimonial
“Outliant was a critical partner in our branding and website development. They took an innovative approach that was highly collaborative with our team and executed the program in a way that exceeded our expectations. We are very happy with their team and the results. We look forward to leveraging our great brand and website for many years to come.”
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