FreeAgent
Building a brand

Hello, FreeAgent.

Bexi worked with FreeAgent CRM to reboot their brand and revamp their online presence.

In 2018, FreeAgent ushered in the era of the intelligent CRM, integrating directly with G Suite apps like Gmail, Calendar, Hangouts, and Drive.

Two years later the innovative product had outgrown the brand. To better position itself as a leader in the rapidly changing CRM market, the company came to Bexi for a complete brand rethink, including a new website.

What we did
Strategy, Naming, Branding, Web Design, Art Direction, Photography, Tone of Voice, Motion Design, Marketing Material.

These Brand Standards will help us work with the brand consistently business segments.

The Challenge:

Thinking of a master plan, strategy first.

Listening to the people who created, sold and used the product helped us define a direction for what would become the new brand.

The keywords:
energy, simplicity, humanity.

Agency Quote

IVÁN SORIA

— Design Director

“A logo is not your brand. Your brand is the experience your customers have with you across every touchpoint. So, for FreeAgent, we set out to create a friendly, approachable identity system that could easily scale over time. We’re super happy with the results because it puts the focus on telling the story of what’s next with FreeAgent’s business model, and the colon as a punctuation mark signifies the beginning of something — a conversation, a relationship with their customers.”

Elements of style, the building blocks of a brand

FreeAgent style guide makes sure its robust identity — logo, colors, typefaces, icons, shapes, and all the other little things — will continue to shine through consistently in every situation, from business card to billboard ad.

Say cheese!
Brand photography

The new faces of FreeAgent

Photos play a major role in bringing our brand to life. Our photo style is a balance between work and life-style ideas and communicates joyfulness, capturing professionals enjoying the freedom and empowerment of doing what they love.

People must look natural and relaxed, and not be in ‘posed’ situations. As far as possible the main characters should face the camera. All photos should be color and not black & white. Cutouts and shape masking with solid backgrounds are always encouraged.

A new home for FreeAgent

FreeAgent style guide makes sure its robust identity — logo, colors, typefaces, icons, shapes, and all the other little things — will continue to shine through consistently in every situation, from business card to billboard ad.

The best companies choose Bexi

“We were thrilled to work with Bexi on our rebrand. We knew it would be a challenge to pull off a name change and new visual identity on a such a short timeline but the process the Bexi team led was very efficient and extremely collaborative. It felt like one team working toward the same goal and we couldn’t be happier with the result!”

APRIL HOWSON

— VP of Marketing, Strategy at Free Agent

PERFORMANCE-DRIVEN

Custom marketing & strategy solutions tailored to your needs.

At Bexi, we empower companies of every size to achieve their business goals by developing superior digital experiences that get results and deliver ROI.

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