With the rise of their partnerships with ISVs (independent software vendors), Fattmerchant needed to simultaneously assure enterprises and other partners that they’re in capable hands while remaining familiar for their SMB audience. Based on research and a recognition of the company’s growth goals, a name change was inevitable. Big Vision acted as a strategic partner and facilitated workshops with the Fattmerchant leadership team to determine brand positioning amongst a sea of Silicon Valley and incumbent competitors.
Once the name was chosen, it became clear a monolithic brand architecture would best serve their growing list of services and distinct product offerings, now including Stax Pay, Stax Enterprise, Stax API and Stax Connect. Similarly, segmenting customers was essential to allow potential clients to self-direct and explore the services at levels equal to their needs.
The Discovery Process
We began with deep research to guide the brand strategy and identity of Fattmerchant—beginning with the people it was created for. Interviews, study, and observations were used to dig and discover the core of the Fattmerchant brand from the customer’s point of view.
Research involved speaking with existing and potential Fattmerchant clients, representing a cross-section of their target audience. The interviews centered on brand experience—from the first point of contact and the feature that “sealed the deal,” to their most recent customer service exchange. We also spoke with Fattmerchant team members to gain a more thorough understanding of the inner workings of the tech company.
We then compiled a research report with the results of two weeks of interviews, competitor research, and analysis of Fattmerchant’s existing brand. These findings and insights were used to guide Fattmerchant’s rebrand, better understand what characteristics attract and retain clients, identify what qualities will help Fattmerchant stand out in the marketplace, and guide the brand through its next evolution. A brand positioning workshop followed, from which we built out the visual and voice strategy for Stax.