Phrase
Unlocking Localization
Context
Phrase and Memsource were looking to reimagine their brand as they joined forces to create a category-defining platform that makes it easier for companies to reach new audiences in their own language.
Challenge
How to introduce a newly integrated platform that honors two distinct client-bases while communicating the opportunity of the merger for its users.
Connection
We created an inviting, worldly brand that leans into the deeper significance of communicating across boundaries, and brought it to life across virtually every part of the brand, from strategy, messaging, and visual ID through to a full new website and digital awareness campaign.
The brand icon is inspired by the letter “P,” an open book / doorway. The letter incorporates into the full wordmark to create a streamlined system that scales easily throughout internal and external-facing marketing.
It was important to create a streamlined visual depicting the merge of the two companies upon the announcement of the new brand. Our solution was to evoke a feeling of simplicity and clarity in a few seconds to communicate to the consumer about the story behind the new brand.
The new Phrase website required a collaborative and strategic approach to accommodate not only a robust product offering, but a website that could be efficiently localized on a global scale. To explore the full site experience, visit phrase.com.
We worked closely with the Phrase team to create three core brand videos, including one that reflects their environmental and internal team initiatives as well as storytelling to announce their new brand: for every employee, Phrase plants a tree.
