brand design: messaging | logo design | brand identity | website design
POS Works is a highly successful and rapidly growing technology company that delivers retail, retail pharmacy, and pharmacy dispensing software solutions. The POS Works retail software allows owners and management to gain real-time insight and control over every aspect of their retail business to elevate performance, efficiency and profit. The Dispense Works pharmacy dispensing software has an intuitive workflow design with fully integrated e‑prescriptions and MIMS or AusDI, which has made pharmacy dispensing easier and safer than ever.
While the POS Works team are absolute experts at what they do, the increasing complexity of the software along with a range of additional features that had been added over time, had confused and complicated the brand and its core messaging. They also felt that the visual brand identity was due for an update to bring it up to speed with the cutting-edge software and POS Work's premium level of customer service and support.
Examples of the previous brand logos are below:
The design process began with the OUTLINE discovery and strategy phase to set a foundation for the project. It was during the OUTLINE research that we uncovered a surprising simplicity within the POS Works business: instead of having five logos and additional product names, we established that every customer gets a version of POS Works, and if you have a pharmacy you have the opportunity to add and connect Dispense Works into the solution. Two products and two clear customer segments: retail and pharmacy. All of the other elements were demoted to optional add-ons that can be included as part of the main POS Works software solution.
Once the strategy was developed, we then undertook the WRITE phase to create taglines and written messaging for both the business and the software products. This was structured with the upcoming website build in mind, creating sections and copy in line with the planned website pages and architecture.
From the written content we then moved into the DESIGN phase which included logo design and brand identity design. A wide range of concepts were explored and expanded on, with all logo options starting life as digital pencil sketches.
The initial preferred logo design solution proved a step too far for the top level management, so instead we opted for a refined set of logo designs that had closer ties to the original logo design. The initial concept was not lost however, with the principal design element successfully becoming a unique and dynamic pattern element that would be used throughout the rest of the brand identity design.
Below are the POS Works and Dispense Works logos with their corresponding taglines. The POS Works logo has a vastly refined and modernised version of the original POS Works trolley, and we pulled the logomark out of the the logotype for improved legibity and a more professional look.
The rest of the brand design was then created and a brand design guide produced to keep everything ordered and consistent. The guide includes logo versions and usage, descriptors and taglines, colours and typography, plus the collection of written copy generated during the WRITE phase.
The usage standards for the new pattern and arrow devices are clearly stipulated, and a number of graphic design examples were also created to bring the brand design to life. These included business card designs, brochure layouts, some tradeshow stand mock-ups, and a full website design that was then handed over to the website programming team.
The end result from the brand design process was a significantly simplified messaging structure, paired with a sophisticated brand identity system that elevates and showcases POS Works as the premium software company that they are.
Chief Operating Officer Andy was more than impressed with the new brand design, and kindly left us this Google Review:
'Ben has done a wonderful job on our brand redesign. Working with Evocative we have worked through the finest details to understand our business, customers and direction. The service provided really has been second to none! I do see our business working with Ben on many more projects into the future.'
You can visit the POS Works website here: posworks.com.au