Zudello

In the highly competitive world of finance automation software, Zudello is an emerging Australian player. Since 2018, the company has grown by providing tools that reduce manual data entry. 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.

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.

The new secret sauce that we developed boldly claims that “Zudello liberates businesses”. By tackling the manual processes that hold back businesses and staff, we showed an empathy and a human benefit that the whole category had ignored.

Our refreshed identity added dynamism to the logo and elongated the tail of the Z, signifying the workload that Zudello streamlines. We also articulated our benefits through our new 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.