The Variables
Brand Clarity and a Visual Look and Feel
Previously known as Whitebirch, the brand behind a truly revolutionary financial modeling software was lost in the shuffle after being acquired by a larger, established corporation. Whitebirch had a unique financial modeling offering — an innovative product with extremely powerful applications. But it needed a clear message, its own look and feel and brand story to set itself apart.
The Equation
Tying a Brand Story a Revolutionary Product
Whitebirch became Synario – an agile financial modeling platform, offering transformative intelligence that helps visionary CFOs achieve new levels of clarity, credibility and consensus.
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/Synario_LogoBuilds-1024x532.jpg)
The response has been immediate and long-lasting with increased media hits, more social engagement and more web traffic.
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/SYN_BrandGuidelines-1024x655.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/Synario_BrandGuidelines_Spreads-1024x922.jpg)
The Model
Articulating and Demonstrating True Innovation
We didn’t just change the name. We developed a comprehensive and compelling sales message, a distinguished look and feel and an overall brand identity that resonates with the nonprofit, corporate and higher-education markets.
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/SYN_Tagline_Vertical_WhiteColor.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/icon_boundlessExploration.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/icon_dynamicVisualization.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/icon_effortlessConfiguration.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/icon_advancedModeling.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/icon_advancedAnalysis.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/05/icon_advancedInsight.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/Synarion_Devices-1024x945.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/Synario_Solutions_Products_x2@3x.png)
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/Website_Phones-1024x562.png)
We created a seamless transition plan for internal teams and go-to-market strategy focused on telling the new Synario story. The brand was ready for the spotlight.
The Output
A Go-To-Market Strategy that Drives Leads
The launch of the new brand translated to real and immediate business growth.
Within the first week of unveiling, the new brand message produced a plethora of qualified new business leads from relevant prospects in Synario’s target markets. In a matter of days, the sales team’s inbox was flooded with demo requests.
![](https://braithwaite2.wpengine.com/wp-content/uploads/2020/04/Go-To-Marketing-1024x547.png)
“Synario was a unique challenge from a branding and design perspective. How do you take some of the most complex financial modeling software out there and make it easy to understand at a glance? Ultimately, we delivered a complete brand centered on a compelling website that highlighted our key messaging, engaged users and offered a compelling touchpoint in the sales process to drive business growth.”
Alex Caldwell
Creative Director, Braithwaite Communications
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