Branding a solutions company that helps its customers work more effectively and gain deeper insights.
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It has been a period of sizeable change for Caseware, the international cloud/desktop-based auditing software company. This was a change in how Caseware was going to serve their existing and potential clients. They were no longer going to just make the best industry software – they were going to help build solutions. This strategic change was going to be marked by a new visual brand system that would signal to the world that Caseware was not sitting on its laurels.
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Hambly & Woolley were honoured to be the authors of Caseware’s visual system. Anchored by a new logo, the mark is constructed of two pieces. The symbol is an interlocking of the C and W in their name, coming together to create a geometric mountain in the foreground of a rising sun. The typography was customized to mirror the curvature of the symbol so that the two pieces become a cohesive unit. A logo, however, is not a brand system. The mark is supported by one of the most intuitive, vast, and exciting brand toolkits that we have ever developed.
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As Caseware revealed this new brand, the delegates were treated with a launch video that we created in partnership with the team at By The Booth. Our two teams collaborated closely to help build a motion-based narrative story. The video takes the viewer on a deconstructed journey of the brand system. An explosion of colour, animated elements, and a custom score, all held together with a voice-over that feels like the brand: exciting, international, and honest. Caseware closed with the new tagline we helped develop that gives the Caseware brand an openness and inquisitive atmosphere: You Can See Why.