Jive Software, which develops collaboration software for businesses, next week is unveiling a brand redesign that is based on an artist collaboration project called "Only Art is Human."
The brand redesign, which is part of the company's new tagline, "Work Better Together," will be unveiled at JiveWorld, the company's user conference in Las Vegas Oct. 21-23. Jive worked with Liquid Agency, a brand experience agency based in San Jose, Calif., on the rebranding effort.
"It's almost like we've open-sourced our brand to the artist community," said Elisa Steele, executive VP-marketing and products at Jive Software. Ms. Steele joined Jive in January after serving as CMO-consumer apps and services at Microsoft Corp.
"When I joined the company, one of the harder things we had to deal with was, Jive is so many different things to so many different people, and there was no clarity about the higher-order purpose of the brand and what it stood for," she said.
Jive develops social-collaboration software that lets users work together on projects, in industries including financial services, telecommunications, health care, technology and media.
Ms. Steele and her team conducted extensive research with users and partners to create a mission, vision and brand-positioning strategy.
"We wanted to crystalize our vision of enabling people and organizations to do great work," she said. "We are a collaboration platform for people and brands to work better together with the technologies they use on different platforms -- we really needed to share that story with the world."
While brainstorming about how to do this during a meeting with Liquid Agency, Ms. Steele said there was an "aha moment" during which the team decided to use Jive's collaboration software to open up the rebranding effort to users and let them create the visual identity for the brand.
"We agreed as a team to totally ditch the old process and go into this in a way that was totally unique to Jive," Ms. Steele said.
Alfredo Muccino, chief creative officer at Liquid Agency, agreed it was a unique way of working with a client.
"We erased the divide between the agency and the client that usually happens, which is [the agency] gets a brief, works on the solution, and then sees what the client thinks," Mr. Muccino said. "This was a unique opportunity to refresh their brand by creating something through their actual platform."
Jive and Liquid decided to bring together five artists -- dubbed the "Jive Five" -- during a five-day period this summer in which they used Jive's collaboration software to create artwork that would be used in Jive's new brand identity.
The result was a series of colorful, geometric shapes and images representing collaboration, which Jive incorporated into its new brand identity. The rebranding effort includes a new website, marketing collateral, event signage, online videos, content marketing and social media. The budget was undisclosed.
"This is a story that is true to Jive," Ms. Steele said. "It's about our customers' stories and the experience of working better together with Jive."