The Name Behind Your Delivery
Ever gotten a notification that your package was on its way? Or used a mailing service to send something special to someone special? Then you’ve probably interacted with Auctane and its brands. Shipping & logistics software may not be present on your mind, but it touches your daily life more than you think.
Creating a Leader
Auctane started as a parent company designed to sit above a suite of shipping software acquisitions owned by Thoma Bravo. At the time, too many of its brands were actively competing with one another, and there was room to grow awareness of Auctane and further define its role.
They needed help designing their end state brand portfolio, and making decisions about which brands to invest in and evolve. They also needed help deciding whether or not Auctane should be a branded house, or house of brands.
Portfolio Strategy
The project started with a category audit and portfolio strategy. We needed to understand the conventions of brands in shipping, mailing and fulfillment across the globe. We also wanted to examine how successful parent companies structure portfolios to overcome similar challenges.
We worked with Auctane’s executive team to align on an endorser brand model, where key brands were elevated, aligned to distinct customer segments, and endorsed by the Auctane name.
Rebranding Auctane
Then, we began the work of updating Auctane to become a market-facing brand.
Expanding an Identity
Auctane’s internal design team had already put in a lot of work to build the Auctane brand. Our goal was to use what we’d learned in our category audit to amplify its presence in the market.
That started with defining its archetype—The Explorer—and writing its purpose statement: to create delivery experiences that move the world.
Harmonization
As an endorser brand, Auctane needed a harmonization system to determine how close vs. distinct its portfolio brands should be from its identity. We conducted a harmonization session to examine which elements we wanted to keep similar, and which elements its key brands would be able to dial up and differentiate. More to come when those brands go live.
Tagline
Auctane’s tagline, like many great taglines, is inspired by a song: “Here, there and everywhere.” The styling also takes inspiration from how postage is lovingly marked up from sender to receiver.
Voice & Tone
Auctane’s voice & tone plays on the persona of a Curious Curator, giving it the role of the editorial lens that sits above the many stories its portfolio brands tell.
Design System
The design system plays on its original, deep royal blue to expand into a warm and lush purple that can further make it stand out in its category. A sophisticated line-drawing illustration style allows it to feel like a curator of all the meaningful moments in global delivery.
Stay Tuned!
The project didn’t end there! Our next step was rebranding the key investment brands, building their websites and then conducting a global photoshoot to capture their key customer segments. More updates to come soon.
Creative Partners
Superhuman
The Auctane brand project was done at Superhuman.
Sean Cooley
Sean led the design direction of Auctane and its portfolio brands, along with Andrew Beckman.
Rachel armstrong
Rachel was the lead copywriter on the project.
Additional directors
Molly Waller and Lauren Palan were essential in shaping the portfolio strategy and positioning of Auctane.