What should link our platform brand to our company?

The relationship between a platform brand and its company should make the company's expertise and contribution visible. For Strategy Object, research revealed a gap: its SOClass e-government platform was widely respected, but the company behind it remained largely invisible. Strategy Object served government developers and engineers modernising critical trade systems, yet platform recognition did not translate into recognition of the company's expertise, innovation and leadership. The brand brief therefore focused on uniting the platform and organisation while positioning Strategy Object as a trusted trade technology partner. Start by examining recognition of both names, then define what buyers need to understand about the company behind the technology.

A shared purpose gives company and platform identities a common foundation; coordinated design makes the relationship recognisable. Strategy Object's brand strategy centred on a unifying mission: to relentlessly reimagine the way the world trades. The mission brought Strategy Object and SOClass together under a single purpose while raising the company's profile. The visual identity drew on the language and aesthetics of code to reflect the developer community's culture. Typography created clear links between company and platform, and a code-inspired colour palette reinforced the connection. A circular logo device represented growth, openness and continuous collaboration. Use the shared mission to guide the relationship, with typography and colour expressing the connection for the audience both brands serve.