To match the created visual identity, we have chosen a brand voice and language style that is friendly and relaxed, but at the same time professional and educated. It was important that the brand voice reflect the feeling of trust and the reliable partner that prospects can count on, but who is also clever and not afraid to try new concepts.
The selected company slogan is: “At the point of transformation”.
The word “point” is used for several reasons because it symbolically indicates:
• Platform or the backbone of the technology offering,
• Centre where different subjects (physical stores and digital products) meet,
• Physical points of sale,
• A moment in time that illustrates the change that digitalisation brings,
• The dot in the company’s name.
The word “transformation” was implemented to symbolically showcase the change that should take place in the retail sector to survive in the world of upcoming digital challenges.
Also, the word has an echo of the popular, albeit somewhat exaggerated, “digital transformation” phrase, so commonly used in the entire business world.