The power of perspective

At Snow Software, I led the initiative to elevate the brand for a newly centralized company in dire need of sophistication and gravitas. Despite Snow Software’s decade-long success and recognition in Gartner’s Magic Quadrant, the brand lagged behind, not reflecting the new CEO’s vision or the company’s evolution to a platform capable of both on-prem and cloud management.

Anchoring our positioning in the notion of visibility, we extended it to the concept of Perspective, emphasizing how understanding the technology ecosystem can drive business acceleration. We evolved the beloved snowflake logo, adding dimension, complexity, and sophistication while retaining its original intent, thus honoring the internal stakeholders’ attachment to the company’s identity.

This comprehensive rebranding effort positioned Snow Software as a sophisticated, perspective-driven technology intelligence platform, ready to engage with a broader and more discerning audience.