Connected Purchasing
Connected Purchasing
Reducer, 2021
Embedded Files
Brand development
Verbal identity
Thought leadership
Cross-channel rollout
Reducer was powerful, but its story wasn’t. It was framed as a comparison tool when its real value was much deeper - automating cost discoveries to give smarter advice to clients.
To reach modern accountants, the brand needed to move claim a clearer, more ambitious position beyond a comparison website.
from comparison tool to tech stack essential
from comparison tool to tech stack essential
"Comparison" was a chore that undersold the product. "Connected" describe what really happened - plug in your Xero account and find savings you wouldn't even know to look for. "Purchasing" brought a familiar language to accountants and showed the tool as fundamental for businesses.
Connected Purchasing gave the product its own identity, shifting the narrative from finding cheaper deals to unlocking smarter spending. It gave accountants a new way to deliver value to their clients - not just a place to compare prices.
A new category was born in cloud accounting, and from that we became the leaders. Everyone wanted to know what Connected Purchasing was, and we were the only company who could tell them.
From relying on Xero's name for credibility, to championing our Emerging App Partner win.
From relying on Xero's name for credibility, to championing our Emerging App Partner win.
created a new category and became its award-winning leaders
created a new category and became its award-winning leaders
Connected Purchasing wasn't just a new name on the website. It became the entire story at every event from then on.
Connected Purchasing wasn't just a new name on the website. It became the entire story at every event from then on.
What I did
What I did
Led rebrand end to end, working with the C-suite team directly for approval
Directed Product & Sales teams on new narrative and language
Collaborated with other apps in the industry to build brand awareness
Wrote up the application that won Xero's Emerging App of the Year, anchored by Connected Purchasing
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