Who: Workshare is a UK based software company that provides secure enterprise file sharing and document collaboration applications. Founded in 1999 by Barrie Hadfield, Workshare allows individuals to create, share and manage high-value content from any device.

Why: Following a merger with Skydoc in 2012 and a £20m investment, the business wanted to rethink its market position and find a more human and meaningful way to express and engage with its customers. Rooster Punk were brought in to help shape and craft a compelling story that would help it significantly grow its revenue base.

What: We re-positioned Workshare as ‘The high stakes document company’. We shaped a story that resonated with individuals in the legal sector tasked with managing complex M&A and Real Estate deals. We also developed a new brand identity and tone of voice, a set of guidelines and marketing collateral to support the 2017 launch.

The high-stakes document company positioning allowed us to clearly differentiate Workshare from an array of other document management and workflow solution providers. We wanted to appeal to those individuals (Managing and Senior partners in Law firms), who spent their lives working on high-pressure deals and having to navigate complex legal documents. We wanted to let them know, when the stakes are high, Workshare is by their side. This emotional positioning, allowed us to shift the conversation away from the traditional feature war and IT heartland and create desire for the Workshare brand as a badge of importance for those individuals working on high-stake documents.

Testimonial:

“We brought Rooster Punk onboard to help us add a needed human element to our brand and marketing communications. They quickly got to grips with our complex sector and found an emotional truth to help us tell the Workshare story. They brought this to life with some new brand treatments and we are excited to go to market with this fresh approach.”

Nick Thomson, Chief Revenue Officer, Workshare

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