Digital developer Motherapp creates product solutions for machine learning, artificial intelligence, IoT and data analytics. The fast-growing company faced challenges. Some of its key audiences misperceived its offering. As its business keeps expanding, it needed a clearer image that could adapt to the unknown. Motherapp recognised that rebranding would be crucial to its future success.

Motherapp partnered with the Hong Kong branding agency Stepworks to build its brand. Together they developed a focused strategy, updated identity and clarified the website to better communicate Motherapp’s services and capabilities to audiences. This is imperative since investment in technology requires careful understanding and risk of project failure in this sector is high.

Careful decisions

Stepworks and Motherapp undertook a brand audit to evaluate its competitors and perceptions. Together they identified how to progress the Motherapp brand in terms of product architecture, naming and how to align brand with business strategy.

Following the audit, Stepworks developed a brand model to define Motherapp’s offerings and drive its brand strategy. Stepworks identified Motherapp’s unique caring approach towards its work and clients as key to its differentiation and creative expression.

Care at the core

Stepworks created Motherapp’s logo, which (literally) centres on digital being the heart of its brand and business. The versatile pixel in its logo is the basis of Motherapp’s brand identity, flexibly expressed across its photography style, logo variations and website iconography.

Stepworks also designed and developed Motherapp’s website. The website was structured to help various types of visitor quickly fulfil their objectives. Built on Wordpress, the development helped Motherapp staff maintain and evolve its content as the business grows. Naturally, the website was designed with best practice for UX and SEO in mind.

Sharing and caring

Key pages of the website were written to emphasise Motherapp’s commitment to caring. Case studies highlighted the value created for the client while its About Us and Careers pages told the story of its caring approach and philosophy for doing positive work. Articulating Motherapp’s vision helped attract and engage like-minded recruits, partners and clients.