When Visma Group transitioned from a single, unified brand (a Branded House strategy) to a portfolio of distinct product brands (a House of Brands strategy), it sparked changes in Proceedo, as well. “This change in strategy, combined with a divestment within our product line, catapulted us into focusing solely on the purchase-to-pay process. It’s like returning to square one with fresh perspectives and a renewed sense of purpose,” Erica explains. This move marked a return to Proceedo’s original mission of a singular focus and in-house development.
Fredrik Fernberg challenged their preconceptions with his outside perspectives, leading to a shift in their approach to brand elements. As he recalls, this rebranding journey had its surprises, including Proceedo circling back to incorporating the letter ‘P’ into their logo, symbolising progress and continuity.
The challenges and opportunities
This rebranding process wasn’t just about cosmetic changes; it entailed a fundamental restructuring of Proceedo’s identity and market positioning. Erica emphasises that they faced many challenges along the way, from reshaping their marketing strategy to transitioning into a more scalable tech platform. “In the middle of all of this, the most important thing was to prioritise effectively and ensure a smooth transition while staying within the budget,” she tells us.
Maintaining consistency across different touch points was essential – from the website to marketing materials and social media. Fredrik explains: “Our aim was to align all design elements with Proceedo’s core identity and brand promise. We created a design system with clear guidelines for applying the brand across all channels.”
Collaboration was central to the rebranding process, both internally and externally. The teamwork was cohesive, with workshops and stakeholder sessions to help build consensus and clarity. And Visma’s design team played a crucial role with their creativity and openness to feedback. When asked about the design process, Fredrik Fernberg reflects on the early stages: “It was the brand identity workshops and thoughtful discussions that enabled us to distil Proceedo’s essence into a clear and impactful brand narrative. This really set the direction for the design work.”
From creating a distinct product brand to unifying all communication channels, the goal was to carve out a unique identity in the market while staying true to Proceedo’s core values.
Erica Masman
Balancing innovation and tradition
At the heart of the rebranding was a story of innovation and renewal. Erica acknowledges that it took extra effort to come up with a concept that Proceedo truly loved and believed in. They kept the strong aspects of Proceedo while challenging the colours and aiming for a more modern vibe. “Overall, life as a marketer at Proceedo has become much easier with the new look and feel, and everyone is proud to use the new brand,” she excitedly shares.
Innovation and tradition sometimes seem like opposing forces, but by carefully balancing the two, the design team demonstrated how they can harmoniously coexist in a brand’s evolution. The result is a cohesive brand narrative that’s both captivating and inspiring. “Proceedo’s rebranding journey reflects their commitment to continuously evolve and ensure a cohesive brand experience for their audience, while staying true to their roots,” Fredrik tells us.
Example of digital design
After months of careful consideration and fine-tuning, Proceedo’s fresh brand identity was unveiled. Erica reflects on the feedback they have been given: “We’ve received so much praise for the renewed and modern vibe of our brand, which has truly validated the success of the rebranding project.”
“In hindsight, I have to acknowledge the importance of due diligence, particularly in safeguarding the brand’s uniqueness,” Erica tells us. Comprehensive research, such as image searches to avoid potential conflicts or resemblances with other brands, is crucial. Proceedo’s rebranding journey is evidence of the power of collaboration, creativity, resilience, and adaptability. With careful planning and thoughtful iteration, Proceedo has not only reinvented its brand but also reshaped its narrative in the market they operate in, setting the stage for an exciting future full of potential.