Developing and evolving the Poppulo brand
The rebrand that boosted Poppulo’s revenue by 25% in the first year and increased brand awareness across all digital channels
Project overview
Role & responsibilities
Branding, website, marketing strategy
Timeline
January-May 2017
Designed for
Before the rebrand, Poppulo (formerly Newsweaver) was an email marketing software company slowly pivoting to the employee communications market. The new name and brand came to empower this change and take the company to a new level.
During my time at Poppulo, I was responsible for developing and evolving their corporate brand. The rebrand propelled the company forward, driving 25% revenue growth in the first year and exponentially increasing brand awareness across all digital channels. This success was the result of a series of marketing campaigns and consistent brand language that enabled rapid market expansion.
The solution
Bringing people to front and centre
People were at the core of the Poppulo brand, and the visual language spoke, resulting in a strong, vibrant identity. Brand recognition grew by 200% within the first year.
Consistency that led to recognition
The brand guidelines and design system enabled Poppulo to expand consistently with ease. From marketing to product, all creative initiatives had those systems as a source of truth.
Expansion and growth
Within the first few years of the new brand, Poppulo had 60% market penetration in Europe and 15% in the USA. Geo-targeted marketing campaigns and events were the main driver.
We’ve changed our name to Poppulo, which comes from the Latin for people, because people are at the heart of everything we do.
—
CEO, Poppulo
Our new brand is strong, vibrant, and quickly recognisable. It's not just a logo; we developed an identity that speaks to people on a personal level.
—
CMO, Poppulo
