Kinaxis
Reintroducing a category leader with clarity, confidence and measurable global impact.
Kinaxis is a global leader in modern supply chain management, helping organisations bring agility and predictability to an increasingly unpredictable world. But in a crowded and visually similar market, standing out, even as a category leader, had become a challenge. Silver was engaged to rebrand and relaunch Kinaxis globally, strengthening differentiation, elevating visibility and reinforcing its position as a trusted partner for the world’s leading brands.
The challenge
Kinaxis needed a brand relaunch that reflected its evolved strategy and ambition; one that cut through category sameness, scaled globally and helped the brand truly own the supply chain conversation.
The solution
Silver analysed the competitive landscape and identified strong visual and tonal uniformity across supply chain brands. This insight led to a distinctive new Kinaxis brand identity; warmer, more human and instantly recognisable, designed to differentiate the brand while improving clarity and confidence. The refreshed identity was rolled out globally to ensure consistency across all audiences and touchpoints.
The creative
The new brand was brought to life through a full creative refresh, including a new logo, colour palette, photography, iconography and illustration system. To drive alignment and momentum, Silver produced a Brand Refresh film and book, supported by social edits, an 80-page Brand Guidelines and content framework, and a high-impact out-of-home campaign at Orlando International Airport during the Gartner Supply Chain Symposium/Xpo. A clear creative theme was also established to guide future campaigns.
The impact
Within three months, Kinaxis increased Net Sentiment in Share of Voice by 3% versus the previous 15 months, outperforming competitors including Blue Yonder, o9 and SAP. The global digital campaign generated over 17 million impressions across premium airport and event locations in Orlando and Barcelona, delivering a consistent 12.5% Share of Voice and strengthening Kinaxis’s market position. Source: BrandWatch Consumer Research and Competitor Analysis.
“Kinaxis’s rebrand by Silver has successfully transitioned us into a future-ready leader, enhancing our market presence and aligning perfectly with our vision for innovation and sustainability in supply chain management.”
Margaret Franco
Chief Marketing Officer, Kinaxis
Kinaxis
Reintroducing a category leader with clarity, confidence and measurable global impact.
Kinaxis is a global leader in modern supply chain management, helping organisations bring agility and predictability to an increasingly unpredictable world. But in a crowded and visually similar market, standing out, even as a category leader, had become a challenge. Silver was engaged to rebrand and relaunch Kinaxis globally, strengthening differentiation, elevating visibility and reinforcing its position as a trusted partner for the world’s leading brands.
“Kinaxis’s rebrand by Silver has successfully transitioned us into a future-ready leader, enhancing our market presence and aligning perfectly with our vision for innovation and sustainability in supply chain management.”
Margaret Franco
Chief Marketing Officer, Kinaxis
The challenge
Kinaxis needed a brand relaunch that reflected its evolved strategy and ambition; one that cut through category sameness, scaled globally and helped the brand truly own the supply chain conversation.
The solution
Silver analysed the competitive landscape and identified strong visual and tonal uniformity across supply chain brands. This insight led to a distinctive new Kinaxis brand identity; warmer, more human and instantly recognisable, designed to differentiate the brand while improving clarity and confidence. The refreshed identity was rolled out globally to ensure consistency across all audiences and touchpoints.
The creative
The new brand was brought to life through a full creative refresh, including a new logo, colour palette, photography, iconography and illustration system. To drive alignment and momentum, Silver produced a Brand Refresh film and book, supported by social edits, an 80-page Brand Guidelines and content framework, and a high-impact out-of-home campaign at Orlando International Airport during the Gartner Supply Chain Symposium/Xpo. A clear creative theme was also established to guide future campaigns.
The impact
Within three months, Kinaxis increased Net Sentiment in Share of Voice by 3% versus the previous 15 months, outperforming competitors including Blue Yonder, o9 and SAP. The global digital campaign generated over 17 million impressions across premium airport and event locations in Orlando and Barcelona, delivering a consistent 12.5% Share of Voice and strengthening Kinaxis’s market position. Source: BrandWatch Consumer Research and Competitor Analysis.
