Our client has a proven track record of more than a decade of delivering technology solutions for automating AP/AR processes. Cherry likes to say, “We can turn any accounting software into a B2B payment platform.

However, in recent years, the company entered new markets, which necessitated a rebranding to communicate new capabilities, as well as knowledge and empathy for the challenges facing their expanded customer base.

Cherry’s stated objective was to move away from a primarily referral-based conversion model and toward value propositions for targeted industries. The new brand identity connects with companies seeking to modernize in compliance-heavy industries, such as healthcare, real estate, and education.

The new website reinforces a brand focused on flexibility, user-friendliness, and efficiency by incorporating a range of interactions with varying degrees of visitor autonomy. The design employs both fixed and interactive elements, e.g., both educational videos and options for more nuanced experiences with Cherry’s technology.

Key website components include modeling (vs. telling) Cherry’s significant support resources via an introduction video and relying primarily on use case scenarios (vs. client list) to illustrate value.

We championed a new direction for Cherry’s visual identity. Marketing collateral reflects a renewed focus on directly addressing client pain points. However, the brand also instills trustworthiness through a sophisticated, mature design and data-rich demonstrations of having delivered in the past.

Significantly, the new messaging targets executive level management. It also tackles head-on such barriers to sales conversion as customer resistance to change and overcoming existing alliances, especially within subsidiary companies.