There's a myth that Business-to-Business can't do the same type of branding that B2C can do. That it should only be white papers or brochures and sale sheets. While it's true that the product and solutions can often get very technical, complex and full of jargon, it didn't mean that it couldn't be interesting and engaging at the same time.
By stripping away the buttoned-up, "just the facts" corporate tone associated with B2B, we gave the 'Logitech for Business' category a fresh and vibrant makeover. From building visual identities for product and services to repackaging the entire business portfolio into easy-to-use experiences, we ultimately created a comprehensive and intuitive 'Workspace Wins' platform with fun storytelling and a strategic design ecosystem at the heart of it.
REARTICULATING AN ENTIRE BUSINESS
It's important to remember that businesses are people too. And at a time when B2B marketing desperately needed to modernize its approach, Workspace Wins was the first complete design system for Logitech setting out to redefine B2B for global markets and marketers, that not only consolidated a fragmented landscape, but also helped to reach out to audiences on a more human-to-human level.
The strategy to categorize complex technicalities into simple yet emotional storytelling and reintroduced into a color-coded navigation system, not only helped shake tired B2B norms, but also helped improve ease-of-use across 41 websites spanning across 53 global markets, with usability and accessibility tests at their highest performance compared to past results.
A SOPHISTICATEDLY VIBRANT SYSTEM
With the art direction seeking to preserve and celebrate the minimalist beauty of our products, we juxtaposed it against the vibrancy of the future of workspaces as envisioned by Logitech. These playful and meaningful contrasts also found its way into the platform’s expressive narratives and storytelling which enabled us to communicate B2B topics in simple, colourful, and youthful ways.
With these as our guiding design principles, we created a unified and scalable design system for a seamless brand experience across products, categories and content. The UX of each component was designed specifically with the end users (both internal and external) in mind - taking into account the new design system, brand guidelines, and best practices in retail B2B as well as B2C UX across all digital and offline touchpoints.
Along with the ‘Workspace Wins’ platform, we launched the revamp of Options+, Logitech’s software app that has around 5.3m users, developed a ‘Workspace Configurator’ that helped fit people with their perfect work setups, and designed the identity for the company’s first enterprise-grade secured wireless connectivity, Logi Bolt.
By interconnecting and designing these new products and services and omnichannel experiences together-we built a flexible and agile B2B ecosystem that not only continually rolled out new solutions, but also allowed us to course-correct the ‘prescriptiveness’ of the category; connecting people and businesses and people in more novel and engaging ways. Now that's what we call a win-win solution!
Kafai Mak, Creative Direction, Strategy & Art Direction
Chris Perrins, ECD
Lisa Boli, Executive Producer