Client:
Ambeya
Salesforce Consultant
Scope of work:
Brand Values & Personality Development
Brand Positioning & Messaging
Tone of Voice
Logo & Visual Identity Design
Colour Palette & Typography
Photography Direction
Stationery & Digital Collateral Design
Client Overview
Barrie founded Ambeya Ltd in September 2023 to provide implementation, development and troubleshooting services across the Salesforce platform. Barrie wanted to develop a unique and compelling brand identity for Ambeya, positioning it as a trusted long-term partner in the Salesforce ecosystem. With a focus on honesty, integrity, and tailored solutions, he wanted to create a brand that resonated with businesses seeking efficient, scalable Salesforce support, differentiating Ambeya from larger competitors and smaller service providers alike, while building a strong, customer-centric identity that attracts the right audience.
The Challenge
Almost nobody in the Salesforce space positions itself as a long-term partner helping organisations manage and improve their Salesforce subscription. Larger partners tend to be project-driven, while smaller providers often offer only simplified support, leaving a gap for organisations unable to justify an internal Salesforce team. Barrie needed a brand that could speak credibly to technically minded managers, while cutting through a market he felt was prone to overselling Salesforce's potential. The task was to translate a personality as specific as "a friendly, helpful nerd" into a coherent visual and verbal identity, one confident enough to be taken seriously, yet approachable enough to feel like a genuine partner rather than another vendor.
The Process
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Uncovering Values and Personality: Working from Barrie's own reflections on why he does what he does, three core brand values were distilled: Integrity, Approachability and Quality. Each was paired with supporting behaviours, honest, clear and transparent; relatable and collaborative; insightful and reassuring, turning Barrie's instincts into a practical decision-making framework for the brand.
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Positioning and Messaging: Purpose, mission and vision statements were developed to capture why Ambeya exists, what it does now, and where it's headed, condensed into a single value proposition: "Salesforce expectations exceeded." This gave Ambeya a clear, external-facing articulation of turning complexity into clarity and Salesforce investment into bottom-line impact.
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Brand Archetypes and Tone of Voice: The Sage and The Caregiver archetypes were chosen to reflect Ambeya's blend of expertise and support, informing a tone of voice built on three pillars: Authentic, Intelligent and Warm. This gave Barrie a flexible voice, straightforward and jargon-light for client-facing work, with a touch more wit for community-facing content.
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Visual Identity Creation: A punchy pink and trustworthy racing green palette was developed to balance approachability with integrity, paired with Roboto, a clean, modern typeface suited to digital consistency. Photography was directed toward natural lighting and candid, collaborative imagery, treated with bold colour overlays to keep it distinctly on-brand.
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Application to Collateral: The identity was extended across a website landing page, LinkedIn content templates, and stationery including business cards and headed paper, ensuring Barrie had a consistent, ready-to-use toolkit from day one.
The Outcome
The final brand identity gave Ambeya a distinctive position in a crowded market: confident and knowledgeable, but never cold or corporate. By grounding the visual and verbal identity in Barrie's own values of honesty and integrity, the brand now speaks directly to the trusted, long-term partnership Ambeya set out to offer, giving Barrie a credible, cohesive identity to attract the right clients and stand apart from both larger, project-driven partners and smaller support providers.
Testimonial
"I LOVE all the visuals. I'm really excited to begin using this identity and have a couple of client proposals to send out this week."
Barrie Robertson
Founder of Ambeya
