Paperform is a powerful online form builder that was struggling to gain recognition against larger competitors. Its key challenge was a brand that failed to reflect the elegance of its own product and a confusing name that created a barrier for a digital tool. Our mission was to create a new identity that could clearly articulate its value to busy small business owners, focusing on the core benefit of automation to save time and improve work/life balance.
Paperform was held back by a brand that was less elegant than the beautiful forms its users could create. The core challenge was articulating its vast capabilities in a way that resonated with busy business owners. The name “Paperform” was a paradox for a digital tool, creating confusion in the market. We needed to craft a clear, compelling identity that could cut through the noise of larger competitors and succinctly communicate its true value as a “digital Swiss Army knife” for SMEs.
We repositioned Paperform as the essential tool for SMEs seeking a better work/life balance. To solve the confusing name, we developed a powerful visual metaphor inspired by kaleidoscopes and origami. This concept transformed “paper” from a paradox into a symbol of a blank sheet’s creative potential. The new identity visually communicated flexibility, structure, and beauty, reframing the platform as an elegant tool that empowers business owners to automate tasks and work smarter, not harder.
The rebrand has been a huge success, leading to increased free trial conversions and a design award for our new website.Dean McPherson, Co-Founder, Paperform
We revitalized Paperform’s confusing name by developing a powerful visual metaphor inspired by kaleidoscopes and origami. This concept transformed “paper” from a paradox into a symbol of a blank sheet’s creative potential. The new identity visually communicated flexibility, structure, and beauty, reframing the platform as an elegant “digital Swiss Army Knife” that empowers small business owners to automate tasks and work smarter.
