Industry
SaaS
Client
Performitiv
Repositioning an established company for enterprise conversations
Performitiv is a learning analytics company with more than ten years in the market. When Brian De Groodt stepped in as CEO, the company was ready to pursue larger enterprise buyers, but the brand was not supporting that goal. I worked closely with Brian as an advisor, partner, and designer to realign the brand around buyer problems, rebuild credibility, and create a cohesive system that could support sales, demos, and executive conversations.
Problem
The brand was not helping Performitiv have the right conversations. The website focused inward, highlighting features and achievements instead of addressing the real problems faced by their ideal customers. Without clearly naming those problems, there was no meaningful path forward for buyers.
Brian felt the site was patting itself on the back without earning it, leaving buyers with no clear reason to engage.
The visual identity felt outdated and unintentional. The logo did not reflect professional design standards, the website lacked depth, and the brand failed to signal the level of trust required to win enterprise contracts. This created risk, as the company knew it was capable of larger deals but was not presenting itself that way.
“If we’re not communicating the problem, then there’s no conversation afterward.”
— Brian De Groodt, CEO, Performitiv
Approach
I used the 5C Framework to guide the repositioning from the ground up.
Clarity
We clarified who Performitiv is for, the specific problems it solves, and why those problems matter to enterprise buyers now.
Captivation
Messaging was rebuilt around real buyer pain points, creating a clear problem-to-solution path instead of self-focused product language.
Contrast
We defined how Performitiv stands apart in a market crowded with vague analytics claims and feature-heavy messaging, emphasizing substance and proof over empty positioning.
Create
Strategy was translated into a full brand system, including a new logo, color palette, typography, website, tradeshow materials, and demo assets.
Cohesion
All touchpoints were aligned so the story held together across brand, sales, product, and executive conversations. During this phase, a potential legal issue with the existing logo was identified and resolved, reinforcing the need for a deliberate foundation.
Results
The work gave Performitiv a clear and credible way to show up as the company moved into its next phase. Messaging shifted from self-promotion to buyer relevance, and the visual identity finally matched the sophistication of the product and team. The brand became a foundation Brian could use to lead change and pursue larger opportunities.
“There’s zero chance we’d have made the progress we have without his team. It’s not really about the logo, but the cohesive telling of a story that lands with your ICP.”
— Brian De Groodt, CEO, Performitiv
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Logo design by Carlos Fernandez
