“Change with Confidence”

Strategic Narrative, Category Design, Offering Structure, Messaging, Brand Identity

The Strategic Narrative

Change is something every organization must do. But it's a nightmare to change the most critical business apps like CRM and ERP, because no one knows what disasters await when these apps need an update.

Before the change, managers and architects can’t tell what will break. During the change, they can’t react fast enough when problems happen. And afterwards, they don’t know what to test to prevent problems in the future.

So they take months, sometimes years, gathering data, testing components, analyzing every possible outcome all by themselves. It’s time to rethink change. Time to overcome our fears, reveal the unknowns. Time to approach change while being two steps ahead, instead of 25 steps behind.

Change Intelligence, by Panaya, is the smarter way to change. By showing managers the entire map and handing them the turn by turn directions, they finally see exactly what to change, how to change it, and how every system will be affected by change. No more surprises. No more unknowns. No more fearing the worst.

Category Design

Panaya came to us as an already well established company, and product, in a market without much  competition. So our challenge was to help them redefine what they've been doing for a long time and introduce a fresh new take on it.

What excited us was the fact that they give a very unique and big value to their customers by helping them change and upgrade their mission critical software.

The move was to own a word that embodies what it is they do -- which is the word "change".

So Change Intelligence was born, a new approach for providing insight before a change, so people will be able to make changes more confidently.

Change Intelligence

The Visual Narrative

Panaya gives organizations visibility into their business critical systems, enabling them to navigate changes with confidence and without risk. These themes are captured in a vivid visual story centering around the “Seemor” mascot, who accompanies organizations on their change journey, and illuminates every possible change reaction to help navigate the process intelligently and without fear. The 3D elements surrounding Seemor represent the intricately interdependent software components that business critical systems are made of, and that Seemor allows organizations to untangle and understand.


Creative Work




Strategic Narrative, Category Design, Offering Structure, Messaging, Brand Identity