FormSpring : Brand Strategy & Interactive Design

FormSpring gives businesses and organizations an easy way to build any type of online form, integrate it with their web site and begin collecting data. Once data is collected, it can be leveraged in the application's online database or exported for use in other applications. With FormSpring, anyone can build all types of web forms, collect data online and do it simply and efficiently. FormSpring launched in March 2006 and has rapidly grown to count customers in 110 countries around the world. With millions of submissions received, FormSpring can meet the requirements of the most demanding environments including Fortune 500, small business, nonprofit, education and government uses.

When FormSpring came to Kristian Andersen + Associates, they already had a successful product and were enjoying growing recognition across their target market verticals. They were confronted, however, with a rash of "me too" competitors that were complicating the sales process and eroding their differentiation. Kristian Andersen + Associates was tasked with crafting a compelling brand strategy, re-envisioning their corporate identity, and creating an online and offline design system that would clearly cement their industry leading product positioning.

In order to divine what was truly special about the FormSpring product and services, Kristian Andersen + Associates audited existing brand positioning and brand expressions and conducted in-depth interviews with client and customer stakeholders. A number of insights were brought to light through this process and were quickly integrated into the larger brand strategy engagement. With positioning exercises complete, Kristian Andersen + Associates immediately moved into crafting an entirely new corporate identity and design system, culminating in the unveiling of a new logo, marketing web site, and marketing communications system.

Since FormSpring's re-branding initiative was completed, the firm has gone on to complete a substantial funding round, attract a host of new qualified customers, and achieve significant, month-over-month revenue growth. FormSpring continues to grow their business at a brisk pace and garner praise from clients and industry experts alike.