Bynder, A brand evolution that pulls on the heartstrings

For businesses of any size, strong Digital Asset Management tools serve as the last line of defence against wasted and underutilized content. Bynder quickly emerged as a category leader in DAM thanks to a friendly product that integrates across each user’s tech stack. Recently, Bynder made a tactical shift to boost its global presence and enable their team to capture more blue-chip enterprise. Verve was brought in at this pivotal moment to ensure that the Bynder brand remained in lockstep with these commercial growth imperatives.

Hearts on our sleeves

Global brands, like Spotify, Mazda and KLM, command vast quantities of visual assets—often shared across far-flung teams, each with their own needs, goals and workflows. Bynder can help companies minimize content wastage while safeguarding how their brand operates in countless territories.

Critical infrastructure providers like Bynder always run the risk of feeling corporate, dry and entirely disconnected from their users. And yet, Bynder has always felt approachably human among its peers in the DAM landscape. This competitive edge led Verve’s strategy to focus on deepening and leveraging the existing brand story. Our conclusion? Bynder means content from the heart of your business. This seemingly simple idea does the heavy lifting to articulate Bynder’s distinct proposition in a crowded tech category.

A wordmark refined

To match Bynder’s momentum as it soars onto the global stage, Verve elevated the existing logo by introducing a new wordmark. Welcoming curvature in this custom type now harmonizes with lines carved by the iconic heart. This bespoke design has empowered and emboldened the Bynder team throughout this turbocharged phase of growth.

Omni-audience agility

With rapid growth comes the rapid need for new sales and marketing assets. As Bynder has scaled up, the team has been grappling how to customize the way they speak to radically different audiences. While many clients seeking DAM solutions are large corporations, Bynder is also a tool beloved by small businesses and teams. Bynder’s own output needs to zig and zag as required.

Verve introduced foolproof guidelines for the Bynder team to differentiate communications between their enterprise and SMB users. This flexible audience kit resolves when certain tones of voice, hero colors and photographic styles should be used, giving Bynder back valuable time they spent retooling branded assets for specific clients. This is exceedingly important for a brand whose product, at its heart, celebrates and exemplifies the simplification of processes.

Evoking order from chaos

The heart has been elemental to Bynder’s identity since day one. Look no further than the paperclip logo, retained and celebrated throughout their current global expansion. Now, the heart informs every facet of the brand experience for the 4,000+ companies using Bynder, whether they’re a SME or an enterprise institution. 

Verve’s creative team developed a visual system that speaks to this evolved brand strategy, while accurately visualising Bynder’s complex DAM services. Like the data being wrangled, ribbons of data come together into one streamlined, arterial network. This flexible system can be used to frame and inspire content across all Bynder communications, from new feature demos and photography containers, 2D or 3D animations, UI elements, infographics and more.