How Storytech helped an IT solutions provider find their story...

During their 20+ years in business, there had never been a strong focus on branding for IT solutions provider Proaxiom. This had led to an unclear understanding of the messaging that the business was trying to convey. Their brand was an inconsistent mixture of different logos, messages, and visual styles the company had created along the way. Here’s how Storytech helped change that.

Founded in 1998, Proaxiom is a B2B IT solutions company, headquartered in Whanganui, New Zealand with offices in Australia and the UK.

 By 2019, Proaxiom found themselves with an unclear business story and message, staff had different fragments of messaging that never quite lined up

 So Proaxiom’s social media coordinator, Masina Kenworthy, stepped in.

 “We decided it was time for a change and time to reconnect as a team to put together all the pieces of the puzzle to create our company story as it is today,” says Masina.

“I could see that spending a day with Storytech would help us to combine everything we needed and come out the other end with our story and a plan moving forward, ensuring the whole team are paddling the waka the same way!”

(A waka is a canoe used by New Zealand’s indigenous Maori people)

But at first, it wasn’t easy for Masina to convince the team they needed to get their story sorted. Working in social media, she could see the need for clear messaging. But others in the business found it harder 

“At the beginning, most of the team were quite hesitant. They weren’t sold on the idea that we needed to get our Proaxiom story together. And they worried that a whole day felt like a long time to spend just talking about our own company – especially with the exercise being facilitated by video.”

But those scepticisms soon dissolved as they got into their Storytech day.

“As the day progressed, it became apparent to everyone how valuable the outcome of the day was going to be. The team were pleasantly surprised to see how well it worked, and other team members, who didn’t participate in the day but knew it was taking place, were excited to hear about it.”

The Proaxiom Team winning at the 2018 Regional Business Awards.

How Storytech helped Proaxiom

“Proaxiom now has a clear story to tell and use,” says Masina. “All staff are now on the same page, understanding and telling the same story. We created a new company tagline as we found that the existing one (used for 20 years) was outdated. We updated our logo design and created a branding guidelines document, which is now being referred to for all new projects moving forward. All social media platforms are being updated to better reflect the story and our website is next in line to be updated and made more relevant.”

Storytech has injected life back into the company and reignited a passion within their team for what they do. They often refer back to their canvasses for guidance when thinking about or working on big picture tasks, ensuring everything is in line with their Storytech outcomes.

“Having a clear company story really helped us identify what we do as a business and why we do it,” says Masina.