After 40 years in business, intelligent automation provider Kofax needed to shift perceptions to grow awareness of its recent innovations, industry accomplishments, and transformation into a cloud-based SaaS company. Recognizing this, executive leadership initiated a rebranding process with the goal of ensuring that core tenets—innovation, scalability, and trustworthiness—were prominently reflected in the new brand identity. 

The company successfully navigated numerous challenges inherent in rebranding an established name, creating a core cross-functional leadership team that planned for the rebrand’s impact on every internal department as well as on current and future customers. 

The company announced and showcased the rebrand to Tungsten Automation at its yearly Global Kick Off (GKO) event, and the response was overwhelmingly positive, with extremely high post-event survey results. Post-rebrand, the company also experienced immediate pipeline growth, website traffic growth and subsequent event attendance growth.