The Libemax Case Study

Libemax is a company that develops apps to help businesses manage employees and visitors.

The apps are useful for both staff and administrators, supporting a digitalization that saves time and significantly improves the quality of internal organization and communication within a company.

The current apps are:

• Libemax Attendance Tracking: software for tracking and managing employee attendance;
• Libemax Visitor Log: the app for managing visitors.

Libemax operates in a market dominated by very strong, established players.

Although its apps have been available in app stores since 2014, the presence of well-known brands like Zucchetti created a visibility problem for the Libemax brand.

Hence the need to implement a rebranding strategy to reposition the brand in the market, along with a marketing strategy aimed at reaching business goals.

The project began with a strategic analysis of Libemax and its products, to capture the brand’s starting point relative to its market. This phase is essential for understanding the brand’s strengths and areas for improvement, buyer persona needs, and the brand’s size relative to its competitors.

Applying our IAR method (Ideas, Actions, Results) to Brand Strategy and Brand Design principles, we structured the positioning and rebranding process.

In the first phase, we defined the branding model, which clarifies how a company is organized hierarchically and presents itself to the market. Libemax positions itself in the market with an endorsed brand model, in which all its products are associated with the main brand.

To give this architecture concrete form, we revised the app names. The renaming turned “Visitor Log App” into “Libemax Visitor Log,” and “Attendance Tracking App” into “Libemax Attendance Tracking.”

We then redefined the brand’s values, vision and mission. By applying an archetypal branding model, we defined the personality of the Libemax brand, expressed through the friendly angel archetype — someone who cares about others and wants to be helpful — along with a professional yet friendly tone of voice.

We then defined Libemax’s tagline, identifying a recognizable, direct, rhythmic formula: Easy App, Easy Work.

For the differentiating idea, for the Libemax Attendance Tracking app, we decided to lead with communication describing it as the most popular and well-reviewed app on the market, with over 100,000 downloads and an average rating of 4 out of 5 stars across app stores. For the Libemax Visitor Log app, the most effective differentiating idea was: the most reliable app, with over 10,000 downloads across app stores.

The project then continued with the study of the logo and visual identity for both Libemax and its products. The new logo, designed by our in-house graphic team, draws inspiration from a fingertip touch on a mobile device. The brand’s rebranding leans toward rounded, linear, dynamic shapes, just like the rounded square of the apps themselves. A very simple, solid design, easy to remember and easy to reproduce. The color palette aligns with the new positioning.

The visual identity was applied to each product’s individual logo:

• Libemax Visitor Log

• Libemax Attendance Tracking

Creating the brand manual completed Libemax’s rebranding.

In the Marketing Plan phase, we defined Libemax’s business goals, which, in order of priority, are:

• increasing awareness of the Libemax brand and its products;
• generating potential customers (leads) interested in the Libemax brand and its Libemax Visitor Log and Libemax Attendance Tracking products

We then developed the strategic planning, actions and tools needed to reach these defined goals.

Despite having pioneered visitor and attendance-tracking apps, the image Libemax projected relative to its competitors had become outdated and no longer matched the brand’s authority. The rebranding work lets Libemax communicate its new identity and reposition the brand in the market, presenting itself in a fresh, updated way.

The positioning work lets Libemax Attendance Tracking and Libemax Visitor Log position themselves in the market differently from competitors, presenting themselves not as standalone products but as brands associated with Libemax.

The Marketing Plan document lets Libemax structure a communication strategy geared toward increasing brand awareness and generating qualified leads.