Market context

Scope: Positioning, strategy & TOV > Identity, system, brand guidelines > GTM tools.
Sector: Customer services / Tech.

The customer service industry is worth $350B and a mess (Forbes), so, how much is bad customer service costing your brand?  We have all experienced disjointed and frustrating customer service, explaining ourselves again and again to different agents.
Having identified a real need in the industry, Dixa created a customer service software that addresses genuine pain points. It puts people at its core and allows businesses to create great customer experiences.

Dixa's mission is to change the customer service experience by making it more personal, intelligent, and data-driven. Its SaaS product combines every customer interaction into one seamless conversation by unifying all contact points – phone, email, chat, and messaging. Dixa's challenge was to hit the market with a new GTM toolkit that leveraged its marketing strategy.


Seamless Conversations

Working with the concept of ‘seamless conversations’, Structure developed a flexible design system that allows Dixa to communicate its story at every brand touchpoint – better customer service for better business. This translated to 'flowing conversations' in the copy execution of the concept. 

We created an identity based on a simple theme and narrative rather than a single visual execution. This approach allows Dixa’s marketing team creative freedom across channels while ensuring their campaigns remain on-brand.


Dixa's website was restructured and redesigned to bring its product solutions to life. Based on customers' needs and challenges, it is easier to navigate and to surface relevant content. It also features an efficiency calculator that shows the operational savings to clients and improved customer benefits.


Exploring the idea of ‘energy’ as a design mechanic to bring 'flowing conversations' to life, the creative uses the core visual assets (logo, typeface, and colour) to connect an interchangeable set of illustrations (theme-based), photography, and playful directional iconography weaved throughout.  


Months of hard work culminated in an updated brand that jives with our spirit of conversation and connection and a website that clearly reflects our mission of facilitating conversational customer support.
Mia Loiselle , Dixa



Let's talk about your growth ambitions.


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