Onum
Brand strategy to change the data paradigm
Over the summer, financial media shared the news: Signalit raised 11.6 million euros in investment. The product was still in a minimum viable version, but the idea was already attracting investor interest. Why? Because behind the company is Pedro Castillo, the entrepreneur who successfully turned Devo into Spain's only cybersecurity unicorn and is now launching his new project.
THE REALITY OF DATA
After eleven years in the analytics platform, Castillo and his team had identified other problems clients face in managing their data. Their unique insight led them to a realization: the sheer volume of data acquired presents us with a new paradigm. A UN statistic illustrates this: 90% of the world's existing data has been generated in the last 2 years, and the prediction is that it will continue to grow by 40% every 12 months. This forces organizations to address unforeseen complexity: it is economically unsustainable to store and analyze all the data they generate; instead, they must be able to identify and filter out those that hold true value.
Signalit had the vision, reputation, and leadership to tackle the challenge and create a product that offered specific answers to the global needs of the data world. And they trusted us to develop the brand that would drive them to achieve their goals, launching directly into the market as the established player they already are.
A COMPLEX VALUE PROPOSITION
To address the various use cases organizations might face, leveraging their unique vision, the technical solution was not going to be simple. The challenge required many diverse capabilities within the product itself. At a brand level, it would be crucial not only to understand them but also to be able to structure and organize them. The immersion phase was an intense effort to deeply understand this complex reality and emerge with a structured and actionable value proposition.
Thus, we discovered that Signalit was a deep-tech development that enabled feasible data control through an experience designed to be usable, useful, and memorable for the user. This made it the agnostic, secure, and immediate product for data control, optimization, and hyper-profitability in data management. And here, the brand needed to be able to convey that security, that ambition, and above all, the unique vision and leadership of the team behind the solution.
REFINING THE BRAND PLATFORM
Based on the Soluble approach, we wanted to offer strategic tools that would be brand assets from day one. To do this, we needed to transform the strengths discovered during the immersion into eminently practical theoretical concepts. We started with the team's driving purpose: to be able to change the situation of living under the illusion of data control, to grant a new, real capability: consistently and securely managing the information we generate today and will generate in the future.
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To tangibly position ourselves in this scenario, we use the term data orchestration, as a company acquires data from various sources, much like a musical band with its different instruments. It's the platform's job to give its users the baton to orchestrate them and extract unique and valuable meaning from these diverse origins.
The reasons we believed this was possible were built on four complementary pillars: technology and design, combined with expertise and inspiration. This message would resonate through a robust and inspiring brand personality, enabling us to bring this solution to everyone.
With this brand platform, Pedro Castillo and his team were ready to take the next step with Signalit: the creation of an identity that would condense, reflect, and make a relevant impact on the ecosystem from its launch.
