Zudello Brand Refresh

In the highly competitive world of finance operations automation software, Zudello is an emerging Australian player.  In operation since 2018, the company has redefined its AI-driven product offering and grown its customer base significantly, by providing effective tools to reduce manual data entry in finance teams. Yet, like many start-ups on the cusp of accelerated growth, brand and marketing had been neglected in favour of product development and sales.

Saucier Brands were approached to change that. The task was to help Zudello articulate its differentiation and value, and to communicate that to business decision makers, particularly risk-averse CFOs in Australia and New Zealand.The brand refresh coincided with an incredible new range of Zudello solutions and a major upgrade to their platform.

Through a period of research, competitive analysis, stakeholder and customer interviews, we identified that this was a category created by software engineers, seemingly for software engineers. Overly technical, devoid of humanity or personality - and desperately in need of a champion to rise above and claim emotional as well as rational benefits. Zudello had all the credentials to do that.

Our brand strategy boldly claims that “we liberate businesses”. By acknowledging that manual processes can hold back businesses and staff, we showed an empathy and a human benefit that the whole category ignored. And we painted an optimistic view of the future with Zudello.

While the Zudello name remains, we added more dynamism to the logo and the elongated tail of the “Z” signifying the FinOps challenges that Zudello tackles and streamlines. We also articulated the benefits that we deliver, through our tagline, "Automate. Liberate. Elevate."  This is a short-form version of our mission: Zudello automates business operations to liberate staff, teams and companies to reach their full potential.

The brand refresh was supported by a range of customer, partner and internal communications.