Rebranding a Document Processing Leader
Making fast and easy, faster and easier
- Crafted a bold new brand name
- Developed a provocative brand strategy and corporate messaging platform
- Designed a new, cohesive identity to align the company with its products and acquisitions
- Planned and designed fully transformed website to highlight growing product portfolio
- Created and executed brand launch to create greater brand alignment and increase brand awareness
Apryse, formerly PDFTron, is a global leader in document processing technology. The company provides developers, enterprise customers, and small businesses with the tools they need to reach their document goals faster and easier. With over 20 years of experience, increasing competition, and a string of successful recent acquisitions, the company decided a rebrand was necessary to align better with its growing business and reflect its expanded capabilities.
MBLM collaborated with Apryse’s C-suite and executive leadership team to create a new brand. The brand promise of “Made Better,” highlighting the company’s commitment to excellence and its expertise in making premier products. The company also established a new mission and a set of values. This input helped define a bold new global name, Apryse, a name that is suggestive of keeping clients ahead of change and also referencing “rise.” MBLM then worked on creating a modern and flexible logo and design system, representing the company’s wide breadth of comprehensive offerings.
A new website, sales presentation, and key templates were developed to further provide the brand with a new go-to-market presence. Internally, MBLM developed Apryse OS, a brand management tool that allows employees to access everything brand related, from guidelines to assets, easily and efficiently in one place.
Additionally, MBLM coordinated the planning and execution of Apryse’s highly anticipated internal launch event, which was live streamed to the company’s employees to announce the new brand. This also included a mobile training initiative featuring videos, interactive training cards, and quizzes over three months to heighten engagement. MBLM also organized the brand’s subsequent external launch, accompanying press release, and new brand campaign.