Cactus
Belgium
Software technology
Services:
Brand strategy + messaging
Brand Identity + brand design
“'At a pivotal moment in our growth, Cathal guided us through a new sharp brand identity, including a new name and corresponding logo's, fonts and designs. This new brand identity brought a clear value proposition, improved company values and a redefined vision/mission. The rebranding project has catalysed our teams and accelerated our ambitions for the future. All of this happened smoothly and within a very short timeframe.”
— Bram Van Nieuwerburgh | CEO Chief Acceleration Officer
Brief
Cactussoft, as the company was originally called, was poised to capitalize on the future of AI, and sought a branding partner to refine their value proposition. Embracing AI presented a opportunity to become a software technology leader and propel their clients' technological and software aspirations. The project aimed to develop a new strategic narrative and brand identity that mirrored these ambitious goals.
Approach
The core strategy focused on crafting a new positioning statement that clearly articulated the value proposition at the intersection of human expertise and AI potential. This statement would be the foundation for the brand's narrative. Cactussoft's "AI" took on a dual meaning: referencing both "Artificial Intelligence" and the company's core principle of "Accelerative Innovation." This double entendre became a cornerstone of the new brand story.
Outcome
The project's impact exceeded expectations. It yielded a comprehensive brand transformation: a company name change to "Cactus," a new value proposition centered on "Accelerative Innovation," the formation of an internal "Cactai" team dedicated to AI projects, and a bold new visual identity that perfectly captured the company's vision and dynamic energy.
