PERQ

From Here to There

 

PERQ is a top 20 B2B tech company in Indianapolis that uses artificial intelligence to guide customers through their buying journey. They began in 2001 creating meaningful engagement between consumers and brands in the world of multifamily rentals, home furnishings and auto retail. As PERQ began leaning more into AI to make connections faster and more intuitive, they didn’t want to lose the human-centric focus of their company. Working together with the PERQ content team and VP of Marketing, we realized an update to their identity system was in order.

 

The challenge?

 

Intersecting where they’d been with where they were going and creating opportunity for growth. The new website, complete with updated brand standards, offered PERQ over 1000 more lead conversions in the first month of its launch.

From Here to There

 

PERQ is a top 20 B2B tech company in Indianapolis that uses artificial intelligence to guide customers through their buying journey. They began in 2001 creating meaningful engagement between consumers and brands in the world of multifamily rentals, home furnishings and auto retail. As PERQ began leaning more into AI to make connections faster and more intuitive, they didn’t want to lose the human-centric focus of their company. Working together with the PERQ content team and VP of Marketing, we realized an update to their identity system was in order.

 

The challenge?

 

Intersecting where they’d been with where they were going and creating opportunity for growth. The new website, complete with updated brand standards, offered PERQ over 1000 more lead conversions in the first month of its launch.

IRL Over URL

People are actually at the heart of PERQ’s artificial intelligence-powered interactive software. The goal of the software is to enhance and increase in-person sales.

 

     + Customers are empowered in their research phase with

         interactive tools, giving them confidence before they set

         foot in a store.

 

     + In-store sales teams are provided detailed information about

        customers, making the buying experience more personal and

        individualized.

 

The data drives business-to-consumer relationships and puts dynamic information in everyone’s hands.

perq_multifamily_funnel
IRL Over URL

People are actually at the heart of PERQ’s artificial intelligence-powered interactive software. The goal of the software is to enhance and increase in-person sales.

 

     + Customers are empowered in their research phase with interactive tools, giving them confidence before they set  foot in a store.

 

     + In-store sales teams are provided detailed information about customers, making the buying experience more personal and individualized.

 

The data drives business-to-consumer relationships and puts dynamic information in everyone’s hands.

perq_multifamily_funnel
PASSIONATE PEOPLE

PERQ was truly exceptional in their commitment to people, from multi-vertical clients to their own staff. They’ve won Top Places to Work in Indianapolis three years in a row. After spending five minutes in their offices, it’s apparent that their company culture and their team’s connection to the brand is important. More than important, mission-critical.

 

PERQ’s team fully embraced and championed the necessity of design as a function in their SAAS world. The passion and understanding PERQ had for the ROI of branding in every aspect of their business is what truly made this a successful, challenging and fun project.

PERQ’s original tagline “the power of attraction” and magnet imagery no longer fit their brand perspective. We dug into schools of design philosophy that could better illustrate PERQ’s emerging persona and scale with them. One day the teaching of the 20th century Bauhaus movement lit on the brain of one of our chief creatives.

 

The central focus of Bauhaus is art, society and technology. Geometry and clean lines have sharp and fluid elements that encompass aspects from each world. Form should follow function. Ornamental extras are removed to throw focus on the harmony between design and and the person interacting with it.

 

Bauhaus and PERQ work together, making sense of the chaotic, information-heavy world around us.

PERQ was also known for their ‘PERQ Plum’ color. Context was added with a dark plum, white and grey. The rich purples now have a stark contrast to their neutral siblings. The pops of color throughout the brand were simplified and set as the tertiary palette, infusing life as needed.

SHAPING THE FUTURE

PERQ’s strong brand had been cultivated for nearly 20 years. The company was well-known and established in their industry and no one wanted to lose that history.

 

But the issue remained: the new technology and the future of PERQ demanded to be considered. After studying the PERQ typeface until our eyes crossed, we began to see it for what it really was, a combination of geometry and curvature that could be deconstructed and explored as design assets. AI naturally lends itself to pieces and fragments such as these. We pulled the circle-square-triangle combination that dominates Bauhaus’ work in order to complement and ground the namesake shapes. Our foundation was built and the scalable potential was endless.

Taking It To The Streets

The digital streets, anyways

Having completed the rebrand, we incorporated these guidelines into the flow and engagement of the new PERQ website. Information and visual components were simplified.

 

The visual concepts became a mix of minimalist illustration and real photography. 

 

Every person, testimony and case study is real

Human emotion, the focus

 

Transparency effects and subtle overlapping techniques intersect the digital with the actual. The site now represented PERQ in intention, process and stage of life.

PEOPLE WIN

The launch united the PERQ team behind a beautiful and meaningful visage. The excitement of the place bubbled over into texts about the “brand out in the wild,” via new trade show booth designs, presentations, collateral, and PERQ branded merch.

 

PERQ showed their true endorsement of the brand strategy by hiring a new, full-time designer. That’s one more life for the PERQ family to rally around and champion. We trained him in the tools and now he will be able to care for and continue to develop the brand along with the company.

 

PERQ’s success in software is because they never lose focus on the life behind it. From the customer buying a new Honda to the coder down the hall, connection is what we’re all seeking.

PEOPLE WIN

The launch united the PERQ team behind a beautiful and meaningful visage. The excitement of the place bubbled over into texts about the “brand out in the wild,” via new trade show booth designs, presentations, collateral, and PERQ branded merch.

 

PERQ showed their true endorsement of the brand strategy by hiring a new, full-time designer. That’s one more life for the PERQ family to rally around and champion. We trained him in the tools and now he will be able to care for and continue to develop the brand along with the company.

 

PERQ’s success in software is because they never lose focus on the life behind it. From the customer buying a new Honda to the coder down the hall, connection is what we’re all seeking.

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