Behind the scenes of Olfeo's rebranding.

In this exclusive interview, we take you behind the scenes of Olfeo's rebranding process. We will highlight the work of the product team, with a special focus on Thomas and Johana, the talented designers who contributed to this transformation.

What factors or circumstances led Olfeo to undertake this rebranding project, and when did you realize it was necessary?

Olfeo undertook this rebranding project for several key reasons.

First, with 20 years of experience and a solid reputation thanks to our on-premise solution, we were preparing to launch our new SaaS offering under the name TrustLane. However, this decision caused some confusion among our customers, leading us to rethink our brand positioning.

At the same time, we were keen to unveil this new brand identity at the prestigious International Cybersecurity Forum (FIC), a major event where we wanted to make a strong impression. This meant we had a deadline to finalize the work and get the brand image up and running before this key event in our industry.

All of this helped motivate our team to embark on this redesign process to make Olfeo a resolutely modern brand in tune with market expectations.

How did SaaS provide an opportunity for this evolution of the brand image?

The transition to SaaS was a major opportunity for the evolution of our brand image. By launching this new offering, we wanted to mark a turning point in our commercial strategy and highlight our ability to provide modern and agile cloud solutions. The SaaS model has allowed us to adopt a more flexible and customer-oriented approach, offering an improved user experience and easier access to our platform.

The transition to SaaS brings simplicity to our offering, which was one of the values we wanted to convey through our new brand image. The transition to a SaaS model has allowed us to focus on the essentials and provide a smooth and intuitive user experience.

The launch date of our new offering played a key role in defining our approach. We wanted to be ready to present our new brand image at the same time as the SaaS launch in order to reinforce the impact of this change and clearly position ourselves in the market.

However, the transition to SaaS also involved significant constraints. We had already defined the product's graphic charter and development had been underway for more than two years. It was therefore essential to find a balance between introducing the new brand image without disrupting the existing product as a whole. We had a deadline for this change, and it was essential to meet this constraint without compromising the quality and consistency of our offering.

Could you briefly describe Olfeo's new brand image?

Olfeo's new brand image represents a modernization of our former identity while capitalizing on our 20 years of existence and reputation. We wanted to clearly distinguish the company from our products by adopting a flexible and scalable approach that will allow us to add new product lines in the future.

Evolution of the Olfeo logo over 20 years, from left to right.

Our core values are expertise and simplicity. We want to highlight our expertise in cybersecurity, acquired over many years, while offering simple and intuitive solutions to our customers. It is this combination of expertise and simplicity that is our strength and guides our new brand image.

Our new visual identity emphasizes modernity, confidence, and clarity, while preserving our heritage and reputation. We are proud of this new brand image, which represents our commitment to innovation, reliability, and ease of use for our customers.

Why did you choose to retain certain strong markers of Olfeo's identity despite the change in image?

We decided to keep certain strong markers of Olfeo's identity for several reasons. In addition, the stylized "O" in our logo is an iconic symbol of our brand, known and recognized by our customers for 20 years.

How do you create a brand image?

To define this new brand image, we followed a methodical, multi-step process.

First, we conducted extensive research on the market, competitors, and customer preferences in order to understand the context in which we operate and the expectations of our target audience.

Next, we clearly defined our objectives and constraints for this new brand image, setting ourselves goals such as improving our reputation, effectively identifying product lines and the brand, and differentiating ourselves from our competitors.

We then worked on positioning our brand, identifying the characteristics and values that set us apart and make us unique in the market.

With these elements in hand, we began to create the overall concept for our new brand image, using visual elements such as our logo, colors, and fonts, as well as language and communication tone elements.

This concept was then developed and iterated in order to gather feedback and refine it according to preferences and needs.

Once the concept was finalized, we applied it to all of our brand touchpoints, including our communications materials, products, and website.

Finally, we officially launched our new brand image, while remaining attentive to its monitoring and continuous analysis to assess its impact and ensure that it meets our objectives.

This process of creating our new brand image was crucial in developing a consistent, distinctive, and attractive identity for our customers. We also took into account market constraints, our brand history, and our need for flexibility in order to adapt to future developments.

What were the main challenges and constraints during the process of creating this new brand image?

The process of creating this new brand image was rewarding but also challenging. Among the main challenges and constraints we faced was, first and foremost, the tight deadline for the launch of our new SaaS offering at the FIC (International Cybersecurity Forum). We had to be ready to present our new image at this event, which required rigorous time management.

Secondly, we had already defined a graphic charter for our product and development had been underway for more than two years. It was therefore essential to strike a balance between modernizing our image while maintaining consistency with our existing product.

Finally, we wanted to retain certain strong markers of Olfeo's identity, such as the stylized "O" in our logo, while revamping our image to better reflect our values and our evolution towards SaaS.

These challenges were overcome thanks to close collaboration between the product team and the marketing team, as well as support from an external agency specializing in design. The end result is a new brand image that better represents us and is in line with our positioning and future ambitions.

How has Olfeo's ecosystem been impacted by this development?

The evolution of our brand image has had a significant impact on all of our documents and products. We had to review and update all of our communication materials, such as our website, brochures, presentations, and marketing documents, to reflect our new visual identity.

Furthermore, this evolution has also been taken into account in the design of our products. We have integrated our new visual identity into the user interface of our solutions to offer a consistent and harmonious experience to our users.

How do you think this new brand image will affect the perception of the Olfeo brand, and what benefits do you expect from it?

We hope that this new brand image will bring a breath of fresh air. We want to show our customers that we are not stuck in the past, but that we are continuing to move forward. By updating our visual identity in a consistent manner, we will strengthen the trust of our current customers while attracting new prospects.