Plusoft, one of the largest human experience (HX) companies in Brazil, underwent a brand reformulation process. With the “People Technology” banner, the new approach seeks to humanize relationships and create real bonds. The new positioning also included a change in the company's visual identity.
The project, led by GAD ', branding & design consultancy, started in 2020 and started from a wide analysis of Plusoft's DNA and differentials, followed by an industry diagnosis. The objective was to reorganize the business structure, which became vertical, and the product offering, culminating in a more contemporary brand proposal.
After an in-depth analysis and several conversations with Plusoft's stakeholders, the new identity sought to highlight the human dimension of Plusoft's close way of working, proposing the “People Technology” concept as a new position.
“People Tecnology is really getting to know people. Understand your way of thinking, your personality, your tastes. It is to create true and valuable experiences with our customers in the short and long terms. In it, customers come to be seen as people, transactions as relationships and tools as experiences ”, details Solemar Andrade, Plusoft's CEO.
According to him, the new identity reproduces the modernity that the company wants to pass with its new positioning and, at the same time, reinforces the company's digital message.
The vision of CX - Customer Experience, used until then, gave rise to the creation of the concept of HX - Human Experience. Plusoft's new identity, therefore, refers to the human touch related to the “People Tecnology” positioning. The “p” of the brand was stylized, making mention of a fingerprint, which is a human and particular characteristic, as well as the approach of the brand in its methodology. “The orange color has been preserved as it is a warm and close element and a new chromatic palette has been added for business verticals, configuring itself in a complete Human Experience platform”, explains Luciano Deos, founder and CEO of GAD '.
Moment of transformation
The change comes at a time of company transformation and business growth. In 2020, Plusoft jumped 18,18%. For 2021, the expectation for expansion is 22%, while the ICT market, as predicted by the consultancy IDC, is expected to jump 7.1% in Brazil. “In the last year, our growth has been guided by a portfolio of digital solutions and automation. Only in bots did we jump around 47%, especially for the financial and health sector ”, reveals Andrade.
In recent years, Plusoft has strengthened its product portfolio to its well-known CRM, Omni, with the purchase of iCustomer, iPaaS, Virtual Interactions and Edusense. With the rebranding, the products gained another guise and the companies were fully integrated.
Omni, the customer relationship platform, will be renamed plusoft Omni. ICustomer gets the name of plusoft social, social network customer relationship management service. Virtual Interactions was called plusoft AI, a chatbot solution with artificial intelligence, and Edusense is now known as plusoft Ed Tech, a remote education platform. Finally, the inPaaS product, offering customizable low-code digital solutions, will continue with the same name, changing its visual identity under the Plusoft umbrella.
“For some time, we felt that we needed to better communicate the feeling that permeates the company today. The original proposal to humanize relationships through our Human Experience solutions has always been present. The pandemic showed us how this value is present in our team and in the relations with our customers. Taking this feeling in an agile and innovative way from our platforms is what motivates us ”, says Bruno Alves, vice president of Innovation and Marketing at Plusoft.
Another front that is being put into practice is the Innovation [Lab]. In it, the company invests in the prototyping of ideas, in the best startup style, to solve various challenges and include innovation in its products on an ongoing basis.
New site
Plusoft's website, the www.plusoft.com, also has a new look and won the chatbot with Eli artificial intelligence. The portal reflects the new portfolio and also the updated positioning of the company, separated by business verticals, such as Retail, Services, Telecom, Consumer Goods, Financial Services and Health .
Plusoft's artificial intelligence system, Eli answers questions and still has human assistance to request proposals and conversations with the company's team of specialists.
One of the highlights of the portal is on the Human Experience page, which provides the user with an interactive experience about the customer's journey and at which times the company's products can solve market challenges. The website also has an accessibility feature.
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