E2open is a world leader in supply chain management software. Following several acquisitions, the company asked DeSantis Breindel to develop and activate a brand that would accelerate its evolution from a supply chain solutions provider into a supply chain transformation company.
The new brand is built around a simple but powerful statement – Moving as One. It emphasizes that E2open’s is more than a set of software solutions. It is a fully integrated, one-of-a-kind technology platform with the power to transform disparate global networks of suppliers, manufacturers, transporters, and distributors into a single, harmonized entity.
The new color palette uses lighter, warmer, more vibrant colors, suggesting a sense of partnership as E2open and its clients “move as one.” The new photographic style is also distinctive, using bright, even slightly over-exposed images to underscore the idea of transparency. Even the bespoke system of icons was designed to highlight openness. The new icons are not closed outlines but instead feature openings that suggest visibility and insight.
DeSantis Breindel designed and executed a complete brand training program that ultimately engaged more than 100 E2open employees in 12 countries. The new brand was unveiled externally at the Gartner Supply Chain Symposium/Xpo™ 2022 in Orlando and was rolled out in campaigns across print and digital media, as well as on the company’s website and social channels. According to E2open’s CMO Kari Janavitz, “The brand refresh is an acknowledgment of the world we live in and signals the need for a modern, connected approach to supply chain.”