Path
Services
Brand Strategy
Brand Messaging
Creative Direction
Brand Voice & Tone
Copywriting
The project
A complete rebrand, starting with brand strategy for Path though at the time they were called Clipping Path India) — a photo editing service for product photographers and ecommerce brands.
This covered everything from a new name, through to creative direction, a full website redesign, and updated email strategy and copy to launch the new brand.
The challenge
An outdated (and inaccurate) brand with no clear differentiator or personality.
Path had done great business. But as the crowd of competitors got bigger and bigger, they were struggling to stand out.
Their brand didn’t have any of the polish that they knew they needed to keep growing, and they felt limited by a brand name they had chosen years ago for SEO purposes, but that now felt outdated, inaccurate, and clunky.
Their brand and website didn't communicate the level of work they were doing, or how loved and trusted they were by their customers. They needed something that immediately communicated trust, credibility, and skill.
How we tackled it
A complete brand and website makeover — starting with brand strategy.
We started with a series of branding workshops, setting out to really understand the core of what made Path as a business special.
This included inner exploration (finding out about the company and team), and external research (learning as much as we could about their customers). We were able to craft a clear strategy and positioning that would help Path stand out. They also got a new name, and a complete visual rebrand + new website.
The Strategy
The brand workshops made one thing clear: photo editing is a commodity category, and competing on price or turnaround was a race Path didn't want to win.
The real question was what else the brand could be about.
The answer came from the customers. Path's clients are professional photographers and marketers — busy, exacting, and short on time. What they actually want is their hours back. But to hand off editing, they have to fully trust the people taking it on. So we made trust the centre of everything.
A new name (Path, not Clipping Path India) that felt like a brand, not a search term.
Transparency about where the business is based — turning a potential objection (outsourcing to Bangladesh) into a clear point of pride and difference.
The thousands of five-star Trustpilot reviews, pulled into the spotlight where new customers could actually see them.
A brand voice that was friendly and helpful, the kind of colleague who always has the answer, and is happy to give it.
A polished visual identity that finally matched the quality of the work, so a design-savvy customer landing on the page would have a reason to believe.
That meant building the brand around the things that earn trust:
The result
A new name, brand and website that make them stand out as the brilliant (and legitimate) business they truly are.
Path’s new name — and new website — were a big success. We were able to take something that could be seen as a weakness (outsourcing) and turn it into a story of incredible opportunity and transformation in their home village of Gaibandha. And we gave them a polished, clear brand and message that couldn't be copied.
The new website led to a massive and immediate uptick in conversion.
Big wins and results
Here’s what happened…
Massive conversion rate bump, with a 500% increase in free trial users within 2 weeks of launching the new brand and website
Brand storytelling that turned outsourcing from a potential objection into a genuine point of difference
A brand that fully captured the level that the company was operating at
Before & After
Want to see what made such a big impact? Here's exactly what changed after Path worked with us.
BeforeAfter