All Posts in Customer service

14th January 2021

Evolving a Game-Changing Brand

- Changing customer service with a refreshed brand -

Customer service software company Dixa has launched its refreshed brand and website. Last year the tech company briefed Design by Structure (Structure) to strengthen its proposition, elevate and align its visual identity with a new story, and create go-to-market tools including a new website.

Dixa is on a mission to change customer service for people – making it more personal, intelligent and data-driven. Its conversational customer engagement platform brings together every customer service interaction into one seamless conversation for the customer. It provides fast, efficient, and effective customer service every time, unifying all customer contact points – phone, email, chat and messaging.

Working with the concept of ‘seamless conversations’, Structure has developed a flexible design system that allows Dixa to communicate its story at every brand touchpoint.
One of the key channel applications was the website. It was restructured and redesigned to reflect Dixa's solutions, based on customers' needs and challenges, making it easier to navigate and surface relevant content. It also features an efficiency calculator that crystalises the operational savings to clients, as well as improved customer benefits. The idea of ‘energy’ was expressed throughout all creative executions and on the website, it was brought to life with expressive fun iconography.

Agility and flexibility were the key to the design solution. Structure has created an identity that is based on a simple theme and narrative rather than a single visual execution. The creative uses the core visual assets (logo, typeface, and colour) to connect an interchangeable set of theme-based illustrations, photography, and graphic elements. The benefit to Dixa’s marketing team is that this approach allows creative freedom across channels while ensuring campaigns remain on-brand.

Speaking about the work, John Galpin, Structure Co-Founder said, ‘As a consumer who has experienced disjointed and frustrating customer service many times, Dixa’s vision is something I can directly relate to and have a huge affinity with. It has been great to help translate Dixa’s purpose into a brand system and website that brings this vision to life. We have every confidence this will enable Dixa to continue their impressive growth journey and help its clients create the positive experiences their customers want.’