Company Branding (TenderScout)

Led a comprehensive company rebrand, establishing a new brand vision, visual identity, and positioning. Created a brand system adopted company-wide that strengthened market presence and internal alignment.

Year: 2016-2017
Company: Tenderscout
Industry: B2B SaaS
Role: Head of Product & Design

Challenge

As Tenderscout evolved and scaled, original branding no longer reflected company positioning or market ambitions. Inconsistent brand application across touchpoints weakened market presence. The company needed comprehensive rebranding establishing stronger identity while maintaining continuity with existing customer relationships.

Approach

Brand Strategy

Developed new brand vision reflecting evolved company positioning and market strategy
Created visual identity system appropriate for B2B procurement market
Established brand guidelines ensuring consistent application across organization

Stakeholder Alignment

Facilitated stakeholder workshops aligning leadership around brand direction
Validated brand concepts with customers and partners
Created rollout strategy minimizing disruption to existing relationships

Implementation

Delivered complete brand system including logo, typography, color, and imagery
Created templates and guidelines enabling consistent brand application
Trained team on brand standards and application

Outcome

Company-wide adoption: New brand system adopted across all company touchpoints and materials.

Market positioning: Rebranding strengthened market presence supporting business growth.

Internal alignment: Brand provided shared identity improving internal cohesion and external communication.

Methods & Deliverables
Methods: Brand strategy, Stakeholder workshops, Market research
Deliverables: Branding, Brand guidelines, Visual identity system

Tags: Brand/Marketing, B2B SaaS, Company-wide adoption, Startup, Ireland