RYG Brand Identity

RYG Creative Brief
Background
Customer success (CS) is the business methodology of ensuring customers achieve their desired outcomes and ongoing value while using a product or service. Customer success is relationship-focused client management.
ChurnZero hosts local, small networking events, RYGs, for CS leaders and their teams. RYG is an acronym for “Red, Yellow, Green” – indicators used by companies to track the health of their customers – red indicating a troubled account, yellow an account with some concern and green a strong account. There are two versions of these events. The events targeting more senior decision makers are called RYG Leadership Hour. Events targeting customer success managers (CSM) are called RYG Success Hour.
ChurnZero is expanding the RYG program to include an annual industry conference, BigRYG, and the monthly webinars ChurnZero has been hosting.
Objective
Create a Brand Identity for the RYG thought leadership program. This includes local networking events, monthly webinars and annual conference.

RYG Creative Brief
Target audience profile - who the target audience is and how should we talk to them? What are their current beliefs and our desired beliefs?
Customer Success leaders and customer success practitioners in B2B SaaS companies. The audience also includes company leaders who are concerned with customer retention as a key business indicator for the health of their company.
Customer Success is an emerging business area and people are looking to gain expertise through education and knowledge sharing. They are looking for “their people”.
Event benefits and positioning - an overview of what makes the events/program different
The content at these events is focused on the business challenges and desired outcomes. The events are straight-forward, real, and challenge the audience.
The RYG program is supported by ChurnZero but it is not about ChurnZero. The events are to support the CS community.
The events are a resource for CS experts, leaders and practitioners delivered in the format they choose (online, small groups, large conference).
Key customer benefit - an overview of how the events helps the participants
Participants come away from the events with skills and actionable learnings and, for live events, a network of like-minded people.
They will have the skills to drive positive outcomes in their organizations – make them better at their jobs, have more success with teams, deliver greater impact on their company’s KPIs.

RYG Creative Brief
Single-minded proposition - the single most important thing that the brand should convey to the audience
Speak simply, be real, and challenge the audience.
Competitive overview - relevant information about the product's competitive landscape
Gainsight’s Pulse is the biggest conference by far, it has a lot of content at different levels, but worries hard about delivering a good time for its attendees. There are parties, gimmicks and lots of pumped-up energy.
Totango’s CS Summit / Global Executive Forum was a more business-like mini-Pulse but they’ve sunsetted that event and are focused on an invite-only executive conference – a boondoggle in Napa Valley.
ClientSuccess’ CS100 is focused on VPs and located in a resort setting; it’s another boondoggle with OK high-level content.

RYG Creative Brief
Imagery (just ideas)
Flowers, heart, butterfly, soaring graphics
Tone - characteristics of the program
Upbeat, smart without being arrogant, inclusive, welcoming, sincere, positive, improvement
Colors
We want to use red, yellow and green as primary colors but we don’t want it to look like the Jamaican flag OR rastafarian colors.

RYG Creative Brief
How it will be used
Website
Digital marketing – email, landing pages, social posts
Onsite signage – BigRYG and RYGs
Swag
BigRYG main stage
Not to use:
Line drawn faces (sad, indifferent, happy)
Traffic lights
Heath related imagery
Speed gauge
Thumbs up/down

Design styles we like

Design styles we like

Industry events by vendors (examples)

Shapes (just ideas)

How it will be used - website

How it will be used
Email banner images
Event signage
Event collateral
Event signage - Gobo

How it will be used - Event signage - stage