Understanding Experience

Contentsquare

TL:DR

  • Global experience analytics software company Contentsquare needed a new brand identity that could match their ambitious new vision.

  • I conducted dozens of in depth interviews and focus groups, working hand-in-hand with the client teams to land on a central idea that would differentiate the brand.

  • Rather than position it around the technology of the platform, I positioned the brand around heart of experience analytics: understanding people.

  • The positioning moved CSQ from being a “tool” into being a helpful partner.

  • The resulting brand moves away from traditional tech-industry signifiers and creates a human, sophisticated, and simple brand system.

  • I also worked with the people and culture team to create new brand values and behaviours in order to activate these values throughout the company.

Background

Contentsquare is the Paris-based global leader in experience analytics. After acquiring competitors HotJar and Heap, they needed a new brand that could unify not only their product offering, but their teams.

Ask & Challenge

CEO Jonathan Cherki’s new vision for Contentsquare was to become the “go-to platform for understanding people”, an ambitious goal, but it no longer aligned with their existing brand identity.

Our challenge was not only to reposition Contentsquare in a crowded market, but to do so while unifying their product, brand and people teams across the three companies. 

Insight

The experience analytics industry is fairly same-same: same promises, similar products, very similar brands. Competitors were primarily focused on the technology that they’re developing, but missing out on the heart of what the industry promises: understanding people.

We needed to reposition the brand from solely being a useful technological “tool” into a sophisticated and insightful partner. This would not only allow us to create distinction from the rest of the industry, but also to align the brand with the ambition for the future as the go-to platform for understanding people.

Approach

At the heart of this project was a deep understanding of the culture and people who made up Contentsquare, as well as their dedication to the company and its product. As such, the work I did had to involve their voices at every stage, or it would be destined to fail.

  • We conducted interviews with members of the product, sales, marketing, culture, and leadership teams to get a solid understanding of the company and its future vision.

  • Developed three key principles that reflected their ambition and became the heart of our platform: Space for Clarity, Customer Journeys, and Human Understanding.

  • Through workshops with the executive team, alongside testing and iterations with the product team, we landed on an identity that could reflect this new more human positioning for the brand while also working with their product development.

Alongside the brand project, I worked directly with the People Team at Contentsquare to support them in their mission to unify the three disparate companies. As part of the process we interviewed 10% of the workforce to ensure that we were landing on values and cultural behaviours that resonated with the organisation. This included creating company-wide activation workshops to help bring the new cultural identity to life.

“What impressed me most was watching [Chelito] go head-to-head with rooms full of executives—challenging their thinking, actively listening, and maintaining total professionalism throughout. She'd get everyone bought in and excited about the journey ahead. ”

Sarah Deel, former client with Contentsquare

The new Contentsquare brand is simple, elegant, and human. We moved away from the blue hues that dominated the industry, looking for a warmer and more sophisticated palette and visual language. The identity is fluid and dynamic, reflecting the ease and understanding which Contentsquare and its tools promise.

The simple identity allows the humanity at the heart of experience analytics to shine through, which helps Contentsquare connect with its wide variety of audiences, from local shops to international automotive giants. 

The new cultural identity was unveiled hand-in-hand with the new brand, and included action-oriented values and the clear behaviours to make them possible. By including teams across the business in activating this new cultural identity, we ensured that everyone — from receptionists to the CFO — felt they were involved in making it possible.

The result is a brand that balances EQ & IQ, head and heart, to create CSQ.

Services

  • Interviews & focus group development

  • Brand positioning

  • Brand strategy development

  • Culture strategy development

  • Values and behaviours

  • Audience messaging matrixes

  • Tagline

  • Brand persona development

  • Brand identity

  • Brand architecture

  • Cultural activation

  • Workshop facilitation