OUR WORK | Customer Experience

Challenging a Leader with a Bold Strategy

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The Ask
Create New Brand Identity & Website

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SugarCRM’s brand and website needed a complete overhaul. Using a proprietary Propane method, we discovered they were letting Salesforce control the conversation funnel. With a new strategy and content plan, our client was able to hit the funnels from the top, middle, and bottom.


  • Brand Strategy
  • Brand Architecture
  • Personas
  • Messaging Matrix
  • Logo Update
  • Brand Guidelines
  • Website Redesign
  • SugarCon Event Materials
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The Challenge
Lift a Challenger Brand Above the Competition

We positioned SugarCRM as a tenacious, innovative challenger. Our UX team showcased content and features that supported that promise. And our creatives rounded everything out with a rebrand that helped SugarCRM separate themselves from the stale competition.

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The Results
SugarCRM’s B2B Awareness Soared

It was a joy to rebrand SugarCRM and position them in the marketplace as a viable alternative to a giant like Salesforce.

Rebecca Baker, VP of Program Management

For the first time, prospects of all sizes recognized SugarCRM as the best enterprise solution.

Thank you

We look forward to working with you on solutions to your business challenges.
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