The Problem:
ShopKeep Point of Sale was launched in 2008, but by 2020 the market had become very cluttered with similar competitors. Many of our competitors use the same design elements and language to market their products. The market is cluttered and creatively homogenous. After ShopKeep went through an overhaul on its brand in 2014, the brand direction had grown stagnant and lacked personality.
If we are to capture customers from Square and other competitors, we needed to create a brand identity that stands out in the marketplace and speaks to small business owners on an emotional level. Our website, advertising, and future campaigns need to have a consistent point of view and aesthetic.    
The Before:
The Starting Point:
Our messaging had been focused on being the "#1 Rated Point of Sale," and was very straight-forward, edging on robotic. Our photography was focused on the physical point of sale system, and was very flat and posed.

Our Process:
We began by examining our existing brand pyramid, which was more aspirational than it was implemented. We noticed that it contained many characteristics and a few contradictions. We decided to focus on the Brand Character and Brand Voice pieces, and narrow down our characteristics to 6 main attributes.

Brand Character
Passionate, Fearless,  Brave, Approachable, Independent, Anti-Establishment, Human, Sincere, Caring
Brand Voice
Human, Passionate, Fearless, Empowering, Relatable, Trustworthy, Credible, Personal

From there, we began the process of mood boarding and creating initial concepts to gain internal approval around our refocused brand direction.
Initial Mood Board
Color Palette
After gaining internal approval to move forward with our brand refresh, I took a look at updating our brand color palette (below). Our original palette had a wide range of color options - but they appeared muddled and dated. I took the approach of refining our color palette to 3 primary colors (Teal, Blue, and Plum.) Then I kicked up the brightness so that we had a much more playful, unique look to our palette.
The Finished Product:

Over the course of the next few months, I worked with our Senior Copywriter and Brand Director to build out our new set of Brand Guidelines. We applied the new voice and visual direction to assets such as email, landing pages, and banner ads. I chose to introduce a new, bolder typeface (Poppins Extrabold) for our headlines to give our typography more personality. I moved our iconography to a more playful, less literal direction.

I also collaborated with the Product Designers to incorporate our new brand direction in our iPad, iPhone and Web products through the use of fresh icons, illustrations and updated design elements.
Brand Guidelines
Updated Color usage in Icons
Homepage
Pricing Page
Email Templates
In-Product Messaging
The After:

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