After 20 years and significant growth, Function Point had lost their branded sense of self. While their automated competitors simply sold off-the-shelf software, FP had some perception issues around their software onboarding, training and overall brand.

Now, Function Point has a more meaningful Brand Spirit about ‘Making productivity more personable.’ that led us to a new tagline, Positively Productive, and a colourful new brand identity system to reflect their uplifting outlook on productivity solutions. It’s a position rooted in their core beliefs that also nicely separates them from the cold, bot-driven crowd.