Sorted
Through intelligent technology, Sorted exists to help connect people with qualified experts for every task and allows businesses to carry on with what they do best while work finds them through the platform.
- Consumer Services Marketplace -
Collaboration + Creation
Brand strategy / Name development / Brand identity / web design / product design
The project
We were engaged by the executive team to develop a brand strategy and identity that would reposition the existing company as an industry leader that was driven by the desire to help people achieve more.
The current brand struggled to resonate with people and lacked the desired saliency that an industry leader should hope for. With this in mind, the new brand was required to shift people’s perspectives, be easy to remember, and thus become the go-to when jobs need to be done or it is time to grow your business business.
The strategy
Through our brand strategy process, we set out to gain clarity and alignment on the brand’s core purpose. Alongside internal stakeholders, we evaluated the current brand and products concerning how they resonated with customers and then took the time to project into the future how we envisioned people responding to this new identity.
We unveiled essential brand traits that gave clear direction and criteria to reflect on during the name development phase.
Our research and workshop synthesis identified an opportunity space that would differentiate from competitors and had the ability to create instant confidence and trust with customers and businesses. By leveraging a more desirable emotional state and repositioning the brand as the solution for customers to find ‘An expert for every task’ and ‘Where work finds you’ as a business we were able to shift the focus away from anxiety-driven emotional states (I need to find a plumber to fix this quickly or I need to find more work) and form more meaningful and positive connections. This approach required a high level of confidence in delivery to create a greater level of trust and brand recall down the line.
To emit such confidence, we developed a strong brand identity consisting of a bold wordmark and colour palette supported by the punchy and relatable language. We helped share the vision of the future for this brand through responsive website design and how the existing product along with future features could seamlessly transition.
Whilst still in the early stages of implementation, the future for Sorted has been set up to provide a memorable and consistent customer experience that lends itself to being considered as part of the initial consideration set in times where businesses and customers require the services offered.