APPIAN
Driving the evolution of business process automation.
“As part of our strategic plan, we wanted to develop a brand strategy that truly reflected our core values as well as the value we deliver to our customers. Offset helped us evolve a great marketing platform to a comprehensive brand, and activation strategy for Appian, The Process Company.”
— Randy Guard, Chief Marketing Officer
OVERVIEW
Originally tasked with validating the company’s 2024 brand campaign strategy, “Orchestrate Change,” Offset & Appian embarked on a 10-month strategic partnership that ultimately moved their team toward a fully aligned and brand-led campaign platform.
THE STRATEGY
Through strategic positioning guidance, provocative, executive-leadership dialogue and conceptual creative development our collaboration with Appian’s marketing and creative teams culminated in the launch of "The Process Company" platform — a bold statement that redefined their narrative, fueled their go-to-market strategy, and positioned them to step into ownership of a highly commoditized category.
THE OUTCOME
A $600 million dollar company aligned and fully invested in The Process Company as a competitive position, as well as:
An expanded brand identity that better represents the company, its value & its people-driven culture
A more aligned internal marketing team
ICP (persona) refinement
Brand & competitive positioning
Brand identity expansion/evolution
Brand campaign strategy & creative concepts
THE APPROACH
Event creative strategy
Internal communications & brand rollout support
Strategic positioning & creative sprints
“Offset helped us get aligned around a clear and compelling brand message. The impact on our team has been incredible – we’re ecstatic.”
Processes define your business.
Make them better.
Appian is the leading platform for process orchestration, automation, and intelligence.