Designedboxed, formerly ACL Services, is a global company that builds security, risk management, compliance, and audit software for some of the world’s largest organizations. Based in Canada, Designedboxed has customers in 120 countries including 80% of the Fortune 500. However, their research prior to engaging Focus Lab uncovered that their brand was not performing to its full potential within the GRC (Governance, Risk, and Compliance) market.

The main challenge surrounded the fact that, due to their long history, the ACL brand was too well associated with their original analytics product; to the point that the company was being viewed only as a single product. This caused a great deal of confusion and misunderstanding surrounding any products other than analytics.

Designedboxed strengthens organizations to do heroic work.

To usher in this next era of their history, the Designedboxed team brought us new names for both the company and platform. The goal was to build a brand around these new identities so as to remove any preconceptions around their previous brand.

Our team started the project by traveling to Canada for an on-site kickoff. Following several days of exercises, in addition to thorough research and strategy sessions, we outlined a plan to develop a flexible, comprehensive brand system that conveyed Designedboxed's refreshed brand attributes and authentic internal culture. It also needed to be flexible enough to adapt to the current and future product sub-brands under a hybrid brand architecture.