“Which industry are we going to grow in? And how are we going to grow?”
Synerlogic has been an established name in the dairy industry for over a century. The organization help companies to get most out of their products by means of better ingredients, better hygiene, and more efficient production processes. Due to it's wide variety of products and services, it is not always clear to Synerlogic’s customers what it exactly offers. Greke Janssen, Marketing Manager at Synerlogic, asked Stay Future Proof for help. Together they worked on the positioning, the propositions, and the branding of the organization.
Our approach
The collaboration of Synerlogic with Stay Future Proof took place in the middle of the pandemic. This forced Synerlogic to choose between a digital project that would take place now or to postpone the project. Initially, there were concerns about a digital strategy project, but the energy of the Strategy Designers took away any doubts. The project started with a strategy team of fifteen Synerlogic employees who gathered various customer insights. In addition to gathering customer insights, the strategy team analyzed all the organization’s business activities to get a complete overview of Synerlogic’s business activities. These insights and the overview formed the basis for a new vision, mission, and strategy.
Greke Janssen, Marketing Manager at Synerlogic says: "The Stay Future Proof approach really appealed to us. The whole process structured in phases, using proven models and strong guidance created the confidence within the organization to come to relevant insights. The co-creation process also works very well; the different perspectives create a more holistic view and ensure that the strategy is widely supported and can be performed by the entire organization”.
Stay Future Proof works visually during the process and delivers visual end products. The insights and strategy, which was created in co-creation with Synerlogic, was delivered in a variety of visual ways. For example, a strategy book in which everything can be found regarding the process of the project, its outcomes, and the mission and vision of Synerlogic. Additionally, a simplified strategy booklet was created for all employees to inform and inspire them about the direction that the organization will take the upcoming years. Finally, a Brand Book has been developed. In this book you will find the elaborated brand identity of Synerlogic created by Stay Future Proof.
The Brand Book visualizes the unity of design for Synerlogic, the way Synerlogic positions itself visually, and shows examples of how the brand identity can be applied throughout the organization. Greke: "After the process with Stay Future Proof we have a better understanding of our customer, relevant growth markets and what makes us unique. We have a clear ambition and know how to get there. Even though we are not following all the steps as recorded in the roadmap, many elements of it have already been picked up by colleagues. In addition, the Brand Book provides clear visual recognition, which also helps to make the changes that were made visible."
Results
The project with Stay Future Proof has established a clear mission, vision, and strategy. On paper, but certainly also in practice. Also, Synerlogic now has a good overview of the products and services it offers. The project created synergies within the organization. Teams are collectively working on the themes that have been discussed during the project. For example, there is more focus on sustainability. In addition, knowledge about products, clients and the market are more commonly shared between employees and teams.
Greke enjoyed and valued the project but thought it could be intense at the same time: “Because you have to invest a lot of time in the preparation, strategy sessions and for example the customer interviews”, but she says: “This ensures that you make rapid progress". Stay Future Proof helped Synerlogic to create a roadmap to inspire colleagues on how to achieve the organization’s goals. "Stay Future Proof has ensured that we are on the right track".
We would be happy to discuss how we can also make your organization future proof. Curious?
