Cyncly invests in a new name and brand strategy, following a merger and acquisitions programme, to become a global tech powerhouse

Software company, Cyncly is investing in a new name, brand identity and digital transformation following the merger of Compusoft Group and 2020. The merger, of these two industry-leading software providers, enables Cyncly to scale and better serve its customers with a global presence of over 2,300 employees and 70,000+ customers across 100+ countries.

Cyncly approached branding agency Design by Structure in late 2021, with a creative brief covering renaming, branding and a website design and build. The creative process involved an in-depth analysis of Cyncly’s new culture and personality as well as a deep dive into its transformative business model.

New name for a new brand
The new name is derived from the words ‘synchronisation’ and ‘simplicity,’ bringing together the company’s mission to be the ultimate platform for connecting designers, retailers, manufacturers, contractors, and consumers to make spaces amazing.

The creative process
The creative exploration resulted in a brand symbol constructed from five abstract shapes. These shapes overlap and connect to represent the synchronisation of the offers to provide one seamless customer experience.

The colour palette is vibrant and starts afresh with a unified brand. The agency devised an icon portfolio to help quickly convey and explain complex topics and themes by adding a simple, recognisable visual cue.

The value proposition is leveraged from the benefits of using Cyncly’s software which simplifies what can be a complex process involving many stakeholders (designers, retailers, manufacturers, and customers). Its solutions help customers to streamline processes, grow sales, and increase efficiency by enabling them to work together to make what they do amazing – Make It Amazing.

The digital transformation includes a new website domain (www.cyncly.com), the design has very clean lines and uncluttered navigation. The dynamic usage of animated shapes on the website represents the connection within the space – the coming together of all the facets of an interior design project. Finally, the photography focuses on the customer finding inspiration for their dream space.

Speaking about the work, Joerg Jung, CEO, Cyncly ​“Our new brand, Cyncly, unites us and encompasses our passion to drive innovation to enable our customers to be more successful.  Bringing together best-in-industry solutions from all our brands, Cyncly helps everyone in the value chain make their work and the outcomes for their customers amazing.”

 “Working with Structure was a truly collaborative process, where the continuous loop of feedback and constructive challenge pushed us to this great result. Combining strong positioning, a practical approach, and excellent design. Structure has been a valuable partner in creating our new Cyncly brand.” Raymond Ciabattoni, Re-branding Project Lead, Cyncly.

Cyncly brings together over 30 years of experience and offers industry-specific solutions in the kitchen, bathroom, furniture, flooring and windows, doors & glass industries. Its end-to-end solutions transform the way customisable products and spaces are imagined, designed, sold, managed, and made.

John Galpin, Structure Co-Founder said, 'Cyncly embodies everything about the ambition of the merger between Compusoft and 2020. The creation of a category-leading brand enables its customers to transform the way configurable products are imagined, designed, sold and made. We look forward to seeing how Cyncly’s team continues to help its customers make spaces amazing.'

The work rolls out this month.