How We Built This: The S-Docs Brand Defined
We recently wrapped up a brand strategy and design project with our partners, S-Docs. We’re excited to give you a glimpse into how we brought their new brand to life and helped them drive towards three main objectives:
🚀Enter new markets as the product expands
🎯Strengthen market position as a leader in the space
💸Improve and Enhance the Customer Experience
“We are excited to launch this new rebrand to help S-Docs really differentiate themselves from other competitors,”
Brian Stimpfl, Chief Executive Officer
Introducing S-Docs
S-Docs is a document operations platform that helps thousands of organizations—from small shops to global enterprises—scale smarter. They drive process transformation through seamless and secure document automation and e-signature solutions, enabling any business to win faster, amplify productivity, and delight customers at every opportunity.
Founded in 2010, S-Docs has become one of the top document management platforms and partners with Salesforce. This year, they set out to expand the platform beyond the salesforce integration and enter new markets by launching their HubSpot integration. This was a huge inflection point in the business. As the saying goes, what got you to this level won’t get you to the next. That’s especially true for your brand and GTM strategy. With that in mind, the incredible marketing leader reached out to wave help drive her vision forward and create a brand that gets S-docs to the next level. Keep reading to see how we accomplished this together.
Looking to level up your document workflows in Salesforce or Hubspot? Check them out here.
The Deliverables
Let's dive into the details of our collaboration before we share the blueprint. Here’s a breakdown of how Wave and S-docs collaborated to drive toward those main objectives shared above.
Comprehensive 360° GTM Analysis (this includes Brand Performance Assessment, 360° Market Survey, &Competitive Landscape Analysis)
Brand Strategy
Brand Design & Development (logo, typography, icons, imagery, etc.)
Brand Voice & Tone
Brand Foundational Assets (brand guide, business cards, email, social headers)
Brand Launch Assets (video, trade show booth)
✨Check out the brand design and assets here.
It’s one of our favorites and includes some amazing collabs with Humble Goods and The Quiggs.
Alright, you’ve heard it once, but we will say it again (and again, and again and again…) 📢 A brand is SO much more than a logo and colors and should be a key driver in your GTM strategy. Why? A performance-driven brand will accelerate your growth and strengthen your market position, so before we created the brand above, we dove into the details. Below, we share the wave approach.
📓 The Performance-Driven Brand Blueprint
First, we completed a 360° GTM Analysis.
This was a crucial first step in determining our client's best path forward and creating a shared language with key internal stakeholders on what success looks like. In other words, we create the right space for the executive team to get aligned on how a new brand is a key part of their growth strategy.
Next, scaling up requires a focused strategy, and the brand should represent a container large enough that serves them now and allows them to continue to grow and evolve. In tech- this is CRUCIAL. The market evolves so quickly, so plan for that growth with the right brand container. The last thing you want to do is invest in a brand and outgrow it in 3 years. OY!
So what did that analysis entail? An analysis can mean so many different things. Let’s break down the wave approach.
Brand Analysis
A comprehensive look at your brand's performance and opportunities based on visual and written elements. This includes competitive comparisons
360 Market Survey
Delves into consumer perceptions, preferences, and behaviors, offering valuable insights into the brand's positioning and potential areas for improvement.
Competitive Analysis
Explores factors such as product offerings, pricing strategies, marketing tactics, and market positioning to identify competitive advantages and areas of vulnerability.
The Three Pillars of the 360° GTM Analysis
The outcome? An in-depth summary (we’re talking 56 detailed slides) that provide the blueprint and roadmap to create a performance-driven brand and GTM strategy. Let's break done the three primary areas that we honed in on to create the blueprint.
GTM Position
What brand structure and strategy best support the overall product and go-to-market strategy? There are three primary brand structures to consider as you ente new markets, introduce new ICPs into the platform, and scale to become a leader in the space
Branding Structures, Defined
Brand Evolution Paths: What is the best path to launch to ensure optimal outcomes? Mature brands don’t just flip overnight and launch a new identity. There are specific paths to take to take a new brand to market, create momentum, secure stakeholder buy-in, and support an ideal customer experience. We break it down below.
Brand and GTM Launch Paths
Headwinds and Timelines: A rebrand is a strategic growth accelerator. However, headwinds are inevitable and should be considered in your GTM strategy and timelines. By focusing on effective communication with your customers, partners, and employees, training, and key marketing initiatives, you can minimize the disruptions and accelerate the ramp to a successful new brand identity. Here is a breakdown of those considerations:
Rebrand Headwinds to Consider
Unlocking Sustainable Growth
Once this was delivered, we collaborated with S-Docs to define their new brand strategy and identity. One that supported the key objectives we started with
Enter new markets as the product expands
Strengthen market position as a leader in the space
Improve and Enhance the Customer Experience
As a result, the new brand was born, creating a clear path for S-docs to jump into the next stage of their growth journey. See the final brand here and help us celebrate this exciting milestone for S-docs!
Are you ready to scale with intention?
The experience of building a brand is equal parts beautiful, empowering, and HARD — and you’re not supposed to do it alone. It’s why you need a strategic partner who can accelerate your growth and give you space to evolve, shake things up, and create impact.
By taking a 360-degree approach to your business that spans everything from your customer journey to your market share, we give you the space to make your own waves.
We’re ready when you are. 🌊