AudioEye

A rebrand that solidified AudioEye's leadership in the market

Summary

AudioEye focuses on technology that changes how the world experiences digital content, making content more accessible to more people, and enhances the user experience for the broadest possible audience.

AudioEye wants the internet to be accessible to everyone, which is why they offer software that aims to “eliminate barriers, provide equal access, and enhance the user experience for everyone.”

Services

Leadership had a larger vision: begin selling to the marketing side of businesses to help them better serve that 15%

Challenge

AudioEye wanted to bring accessibility to the 15% of the world population that experiences digital accessibility issues.

AudioEye, a publicly traded software company, had already established a solid foothold, selling its web-accessibility software to IT customers in compliance-heavy markets (like the government and education).

But with more than 15% of the world having some degree of digital accessibility issue (vision, hearing, dyslexia, color-blindness, and so on), the leadership had a larger vision: begin selling to the marketing side of businesses to help them better serve that 15%.

Approach

We needed to find a way to rebrand AudioEye and broaden the conversation to a new audience without alienating the customer base they already had.

Through a Brand Workshop, we worked with AudioEye’s team to determine which aspects of the brand to keep, and which needed adjusting for the broader audience. Before, AudioEye was seen as a digital accessibility software that was used as a compliance solution. Their brand messaging and imagery looked dated, and didn’t speak to the new vision they had of their company, as a C-suite solution that allows everyone to have access to and enjoy our digital world.

We positioned AudioEye — and web accessibility — as a user experience issue, one that could broaden the reach and audience of companies using their solutions. We updated their visual ID with a logo that better told the story of their brand, and created an updated brand that could reach and speak to their varied constituents.

We updated their visual ID with a logo that better told the story of their brand, and created an updated brand that could reach and speak to their varied constituents.

results

Since the new brand was implemented, AudioEye drove exponential growth in both revenue and in the number of customers they serviced.

They were driving increased awareness and solidifying their leadership position in the market by successfully telling a story both about accessibility and user experience.

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