Our new Bluecrux brand

Rapid growth, scattered ecosystem.

As a company, Bluecrux is growing rapidly. Our global reach, expertise and the number of people working for the company have grown year after year. The DNA and values of what it means to work for or with Bluecrux has never changed: the dynamic, entrepreneurial spirit and the commitment to collaboration with clients remain.

However, moving at that pace has also had some unintended consequences. As we developed our consulting capabilities alongside our SaaS platforms, we saw rapid progress towards new functionality that changed the way our clients worked. When we had time to take a breath, we realized we had almost accidentally created a number of sub-brands.

Our consulting squads, Axon (our digital supply chain twin platform) and Binocs (our workflow planning and scheduling tool) were all crucial to their clients but we were promoting almost completely separate value propositions for all three. We had created a powerful but scattered ecosystem.

Looking to the future

Around the end of 2021, we started to think about the next 10 years. Feedback from stakeholders was telling us that, as a unified offering, our position in the marketplace was not sufficiently clear. We were repeatedly hearing the message from customers that they were either not aware of all of our solutions or didn’t understand the relationship between them.

As we looked forward to our goal for the next 10 years, to become global specialists in the industries we work in, we realized we needed to realign our positioning in the marketplace. To be able to talk about the benefits of our individual solutions in a way that’s consistent and tells the overall story of our company; one of connectivity and synergy between client, consultant and platforms.

With that in mind, we embarked on a comprehensive rebranding exercise to achieve just that: to clearly communicate what makes us unique. At the heart of the result is the Cutting X, a visual representation of where we at Bluecrux position ourselves: at the exact point where the speed of business, data and digital technology, growing uncertainty and market disruption meet. It’s a striking, immediately recognizable statement of precisely where we work, offering an integrated combination of solutions that complement each other.?

Our DNA remains

As I mentioned earlier, however, the core of Bluecrux remains. We’ve grown in 5 years from 61 people to around 230, that means our culture has evolved but our values remain the same: building and sustaining long term relationships with our clients, forming true partnerships. This is the most powerful part of our offering, combining our brand and company with those of our customers into a powerful community. Even if we grow to 1000 people, this will always remain. We’re simply better at communicating it now.

As our reach grows, it’s even more important to emphasize that, where our clients are concerned, we’re in it for the long run. Providing them with open transparent and honest expert advice and platforms that empower them to work in new ways. We’re still the same Bluecrux: ambitious but humble. This is the foundation of our brand.

In conclusion, then, this rebranding is a wholly positive story, both for ourselves and our clients. It enables us to help our customers, to develop new capabilities together, and to face the future with confidence.

I hope you’ll join us at the Cutting X!

Koen