The Booth - Caseware Global Brand Launch

Global Brand Launch

Caseware

Define how Caseware expresses itself through animation to customers in 60 countries around the globe.

Launching a new animated identity system to a global audience

Hambly & Woolley, the visionaries behind Caseware’s new visual identity, asked us to develop the brand animation and produce the video to launch the new identity system online and at CwX, the company’s first global annual conference.

Alongside their talented team, we crafted a strategic visual narrative that explored, expanded, and showcased the brand system through animation.

Revealing the brand in tandem with an escalating, piano-driven original score and unifying voice-over further defined its energetic, global, and authentic essence.

A green, red, blue and light blue shape drawn on a dot pattern.

An animated brand system

Caseware has a three-tier visual system that is uniquely animated and scalable across all platforms.

Two vector abstract shapes with a rough gesture drawing of a circle. A person standing with arms crossed and an individual reaching the summit of a large mountain.

Job to be done

Enhance the brand expression with animation

Create the animated launch video based on the brand narrative. The video will reveal Caseware's rebrand for the first time during their live global event.

Develop an animation language that inspires customers’ curiosity and enables them to see Caseware as a solutions company.

Emotionally connect with customers, making them feel confident in a transformation built on a legacy of expertise and trust.

Insight

Client engagement is a journey from uncertainty to action

Caseware’s customers are auditors, accountants, and analysts. Research conducted through interviews with nearly 500 accountants and auditors globally found that 37% see themselves as creative problem solvers who highly value tools that help them rise above routine tasks, perform well, and adapt quickly and precisely.

Approach

Storytelling with tangible business value

The animated story arc builds a creative path from uncertainty to confidence and action, using a visual narrative designed to resonate with auditors, accountants, and analysts. Movement and animation imbue the new brand elements with fundamental customer values such as precision, speed, confidence, curiosity, perspective, impact and action.

Storyboard image of colourful 3D shapes. Hand-drawn animation notes are included on the image.

Solution

Put the brand narrative in motion

Working in collaboration with an open and elegant design system meticulously crafted by the team at Hambly & Woolley and using the words of Doug Dolan, we created a system of animation and motion rules.

The framework was then applied to tell a visual story that follows the evolution of a single grid point from conception through a transformation, revealing the brand elements as it evolves. The entire piece is a transformative journey with an upward build that speaks to elevated perspective, growth and action.