Soldo turned to Ballpark to validate their new branding strategy in real-time, with Ballpark's research platform.
Challenge
The need for a rebrand was clear. Soldo needed a fresh identity that reflected their agility and forward-thinking ethos, while still resonating with key decision-makers like CFOs, finance directors, and business leaders. The idea of a Hummingbird—symbolizing agility, speed, and precision—emerged as a potential new logo. But before committing, Soldo needed assurance that this new brand direction would connect with their target audience. As one team member put it:
Solution
Soldo turned to Ballpark to validate their new branding strategy in real-time. With Ballpark’s research platform, Soldo was able to:
Test the new Hummingbird logo and associated marketing stories with decision-makers that matched their ideal customer personas.
Receive instant feedback on whether the new brand identity resonated emotionally and visually with their audience.
Compare brand associations by testing the Hummingbird logo against well-established competitors, like Lloyds Bank, whose iconic black horse logo has long been a symbol of trust and reliability.
The key question was whether the Hummingbird could evoke a similar level of trust, emotional connection, and relatability among Soldo's audience.
Using Ballpark’s survey tools, Soldo gathered accurate feedback that increased their confidence in moving forward with the rebrand. Additionally, Ballpark’s video recording feature provided deeper insights, capturing the emotional responses of participants and revealing how the new logo was perceived.
We want to make sure this is a tattoo we don’t regret getting.
Introduction
Soldo’s mission is to simplify and streamline business spending, enabling companies to manage expenses more efficiently. Their platform integrates seamlessly with existing accounting and ERP systems, providing real-time expense tracking, reducing administrative burden, and ensuring compliance with internal policies.
However, as Soldo scaled, it became apparent that their existing brand and logo were no longer fit for purpose. Feedback from internal teams and external partners revealed that the logo wasn’t effective across multiple mediums, often proving unusable in various contexts. Additionally, the brand no longer aligned with Soldo’s evolving vision or communicated clearly to their target audience. Brandon Til, Head of Transformation for Soldo, took on the challenge of a rebrand.
Empowering teams with an intuitive User Experience
One of the standout features for Soldo was Ballpark’s intuitive user experience. The platform enabled non-researchers to confidently launch their own research projects, allowing teams across the organization to gather insights quickly and easily.
This ease of use, coupled with Ballpark’s fast turnaround time, was transformative for Soldo. Even teams outside the research department were able to contribute to the rebranding process, speeding up decision-making and enabling Soldo to stay nimble in their marketing efforts.
“I could launch a research project in the morning and have all of the feedback gathered by the end of the day,” – Brandon Til, Head of Transformation
Ballpark’s user-friendly interface drastically shortened Soldo’s research timelines and improved overall efficiency.
Competitor comparisons
Soldo wasn’t just focused on the symbolism behind their new logo; they also wanted to understand how it would fare against their competitors. Using a straightforward survey, Soldo was able to gather detailed feedback on how their prospects perceived the new logo when compared to other leading brands in the market.
Soldo included a free-text option in the survey to allow respondents to provide more in-depth feedback. Normally, interpreting open-ended responses can be time-consuming and difficult to analyze. However, with Ballpark’s AI summary feature, Soldo was able to generate clear, actionable insights with just a single click. In seconds, they had a well-rounded conclusion on the feedback—and fortunately, their new logo held its own against the competition!
Confident decision-making, every time
While Ballpark offers a variety of research solutions out of the box, what truly made the difference for Soldo was the confidence it brought to their decision-making. With accurate data in hand, teams were able to align more effectively across departments, accelerating time to market for new campaigns and ideas.
Whether Soldo needed to validate a new product feature, test marketing messages, or refine brand positioning, Ballpark provided clear, actionable data that helped them understand their audience’s preferences and behaviors.
A good research culture is key to success
So what are Brandon’s views on successfully implementing a research solution? Culture.
A strong user research culture is essential for successful product adoption. When teams prioritize research and integrate it into every stage of the product development lifecycle, they can create solutions that truly resonate with end users. By gathering continuous feedback, companies can identify pain points, understand user needs, and make data-driven decisions that lead to better product-market fit. This approach not only minimizes risks but also boosts user satisfaction and loyalty.
In Soldo's case, their data-driven mindset has empowered them to continuously improve their offerings, ensuring that their products meet the evolving needs of their customers and are readily adopted in the market. A robust research culture helps teams stay agile, adjust strategies based on real-world insights, and ultimately drive more successful product launches.
What’s next for Soldo and Ballpark?
Soldo is now focused on revamping key sections of their website, starting with UX and copy improvements. As they enter phase 2, they will continue to use Ballpark to validate design concepts and ensure that these changes meet the expectations of their target audience.
Soldo also plans to implement micro testing to further optimize campaign messaging and strategies. Additionally, they will be integrating Ballpark into their persona research workflow, creating more accurate and data-driven profiles to strengthen customer engagement.
With Ballpark’s support, Soldo is poised to continue evolving their brand and marketing efforts, ensuring they remain aligned with both their internal vision and their audience’s needs.
No cap on projects
Custom recruitment packages
Single Sign-On (SSO)
Payments by bank transfer
Dedicated account manager
Priority support
Uptime SLA
Training and onboarding
Are you ready to switch to Ballpark?