Branding a data analytics revolution
Continuum Analytics and New Kind design a brand strategy that prepares the company and its Anaconda platform to lead a revolution in data analytics.
Background
Continuum Analytics is leading a fundamental change in the data analytics field. Its Anaconda platform uses the power of the Python programming language to deliver a modern, open source, enterprise-ready set of data science tools to a new generation of data scientists and data analysts. Continuum helps people discover, analyze, and collaborate by connecting their curiosity and experience with any data—no matter where it lives.
Continuum is growing quickly, with more than 200 of the Fortune 500 as customers today, including P&G, Boeing, Pepsi, and the United States SEC. More than two million people use the Anaconda platform to solve complex problems, from financial services analysis to telescope image processing and media monetization.
The rapid growth has created significant opportunities to build a world-class brand, but also uncovered challenges to be solved. So Continuum enlisted New Kind to help design a unified brand presence that could take advantage of the momentum the company has already created, and lay the foundation for the next stage of growth.
Industries: Technology
Services: Brand experience, Identity System, Research, Storytelling
Why New Kind?
We’ve really enjoyed having the opportunity to collaborate with New Kind over the past year. Continuum has faced numerous complex branding challenges, and New Kind has the technology brand knowledge and experience to help us make smart decisions. We believe their work on the company story and brand identity effectively positions us for the next stage in our growth.
Michele Chambers
CMO, Continuum Analytics
Seeing possibilities
For a young company, Continuum had already developed a significant amount of brand equity around both the corporate brand and the Anaconda platform. We began by conducting research to help quantify the value of the Continuum Analytics and Anaconda brands in the marketplace. We also surveyed the Continuum external community and employees to better understand traits people associated with both brands, and where both customers and employees wanted to see the organization go in the future.
We analyzed the data and used it to make recommendations to the Continuum leadership team regarding how to optimize the corporate brand architecture and positioning to prepare for future growth.
Choosing pathways
With the data from customers, employees, and community members collected during our research phase, we worked with the Continuum team to develop a core story that clearly and simply articulates the company’s value proposition. This story, along with the associated messaging architecture, established a foundation for Continuum to communicate more clearly with its customers and community.
We also used our research to create a new brand identity system. This included a logo for Continuum Analytics and a new logo for Anaconda that reflects how Anaconda helps turn data into knowledge. We also worked with the Continuum team to develop the rest of the brand identity system, including colors, fonts, patterns, and more.
Bringing the brand to life
With the core story and brand identity in place, we next began developing a set of assets that would help Continuum achieve a cohesive story and visual presence online, in print materials, and at events.
We created standard materials like business cards, datasheets, letterhead, email templates, presentation templates, and brochures. We shared our thoughts for how to bring the new brand to life and share the story on the Continuum website. And we worked on icons and other graphics that helped communicate the Continuum story visually.
The road ahead
Continuum and New Kind continued to collaborate on brand extension projects. As affinity for the Anaconda platform grew, Continuum rebranded as Anaconda, taking on the name and the identity we co-created as its corporate brand. We’re excited to see them achieve their goal of becoming the platform of choice in Python data science.