Brief

Surya Soft offers financial risk management software solutions and implementation services in the BFSI space. They have served clients across four continents, working with over 65 banks, hedge funds, and corporations around the world.

The Ask –– a study of the current landscape, followed by a brand identity and positioning to take to market.

What We Did

  • Brand Positioning

Solution

Outcome

Pink Lemonade underwent a full brand and market immersion. We conducted various interactions with stakeholders, customers, and leadership. This was followed by a market analysis where eight significant competitors were studied. These two activities helped us articulate the brand’s positioning in the market, along with its differentiators. This understanding helped shape Surya Software’s new tagline and brand messages.

From a visual identity standpoint, Pink Lemonade developed a new logo for the brand –– in line with current design trends, while being a relevant visual motif for the brand to carry into the foreseeable future.

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