Progress is a global leader in application development, empowering organisations through digital transformation. With offerings spanning web, mobile and data for on-premises and cloud environments, Progress powers startups and industry titans worldwide, promoting success one customer at a time.
So many of these kinds of things fail when they’re not built on authenticity. You might want to be George Clooney. But the reality is, you better have some foundation for that or it’s not going to be real.
Phil Pead, Chief Executive Officer, Progress
This was an exciting time for Progress. For years, it had been known for its application development and data connectivity software, but with a recent acquisition of Telerik (who Moving Brands partnered with on its 2013 rebrand), the company had doubled in size, and its portfolio and global footprint grew exponentially. Progress approached Moving Brands to help unite and strengthen its identity, portfolio and culture into one meaningful, cohesive brand worldwide, from Boston to Bulgaria via Hyderabad.
We began this extensive work by immersing ourselves in the Progress world, working across our studios in London, New York and San Francisco. Our team connected with people from all levels of the business – from the CEO to new recruits – uncovering the strengths, beliefs, motivations and impressions that would define our approach.
These insights revealed pride across a varied set of businesses, uncertainty about how a newly combined Progress would look and work together, along with a real desire to overcome challenges to build something stronger.
In close collaboration with the global leadership team, we defined a brand story and mantra – ‘Transforming experiences’ – which galvanised the business and its people. This story became the ‘north star’ to unite several working cultures, and build a strong identity around. As the project evolved, it became clear how important the way its people acted was in establishing the perception of Progress to customers.
Uniting through principles
To shape a united global culture, we established a cross-functional team within Progress, equipped to cultivate change and lead by example. This approach leverages strengths across teams and geographies, and taps into local insight.
Working from the belief that cultures are lived, not learned, together we translated the brand’s transformational attitude into a cultural system. This system is built on principles that influence everything from the working environment, practices and career progression.
As organisational culture is always in evolution, we’ve advised the Progress team how they might adapt to accommodate this.
To create an identity that everyone could stand behind, we took the best of the existing Progress and Telerik brands, crafting a new brand character, symbol and visual identity that conveys a powerful sense of forward momentum, transformation and change.
Our design team left their computers to explore the world beyond the studio, by melting physical objects and playing with the various effects of light, they investigated a unique route to the design of a distinctive brand.
The visual identity has helped the business articulate its broader offer to a new audience. It’s an expression of how the distinct personalities and values have united in a new, stronger Progress.
To bring everyone in Progress on the journey, the new brand and culture were revealed through a film and presentations at internal Transform launch events. We simultaneously devised an external launch campaign – ‘The old rules no longer apply’ – to communicate to developers and C-suites alike the new offer and ethos.
Progress launched its new identity and ethos successfully in May 2016 in Sofia, Bulgaria, officially shifting the name from Telerik to Progress. This was followed by a media event and four days of employee workshops. New signage can be seen on its offices and its corporate website and online entities and services – including its newest product, the Progress DigitalFactory – now showcase the new Progress.
Since the brand launch, social media traffic increased dramatically: over 42K new page likes for Progress and Telerik, with an average engagement of 79 actions per post on Facebook. For Twitter, nearly 6K new followers for Progress and Telerik with 4K retweets and 16K likes. And lastly on LinkedIn, post shares increased 85% over the previous period, 2.3k engagements and the number of followers increased 7.5% over the previous period.
A worldwide brand awareness ad campaign, that Moving Brands concepted, has been launched, sharing the message of “Transform your business.”
An internal marketing campaign for employees is currently underway that Moving Brands was instrumental in designing and building.
Since unveiling the new brand internally, we’ve heard only enthusiastic feedback. Our employees worldwide — who represent diverse cultures and geographies — have really embraced the clean, fresh look. The initial feedback from customers, partners and the outside world has also been overwhelmingly positive. I’m thrilled with the response and truly believe it communicates a very positive statement about the future of Progress.
Melissa Puls, Chief Marketing Officer, Progress
Thanks to Animade for working with us on the Progress brand film.