How Bucher + Suter found brand clarity through a new strategy with KOTA

The strategy

We built the strategy around one clear idea: Bucher + Suter makes the whole contact centre system perform as one, then keeps it performing over time.

That moved the story away from long lists of technical capabilities and towards the problems customers actually recognise: disconnected systems, underused platforms, stretched teams, complex environments and pressure to make AI genuinely useful.

Five strategic pillars became the foundation:

• Connect the whole contact centre system
• Own performance beyond launch
• Proven in complex environments
• Make your platform investment pay off
• Make AI work for people

They gave the team a practical filter for every decision. If something didn’t make the value clearer or speak to the customer’s reality, it didn’t make the cut.

The audience

B+S customers are expected to improve service, prove ROI and keep critical platforms performing, all while managing live systems, sensitive data, internal pressure and limited resources. It’s a lot of complexity to deal with, so they need a partner who understands the operational reality behind the technology.

That shaped the brand from the start: calm, direct, technically credible and focused on making complexity feel manageable.

Simplifying the identity

The original logo had recognition, but the abbreviated Bucher + Suter styling made the full name harder to read, say and remember. A full rebrand would’ve been overkill, so we refined what was already working.

We brought Bucher + Suter to the front and created a separate icon for compact digital spaces, from social profiles to favicons. The result improved recognition while protecting the brand equity they’d already built.

Turning integration into a visual story

B+S connects fragmented tools, platforms and processes into a smoother system. We needed to show that without defaulting to dense diagrams or generic tech visuals. So we created the wave.

Built from contact centre components flowing together, it turned the strategic idea of whole-system performance into something people could understand at a glance. It now flexes across hero sections, CTAs, backgrounds and marketing materials.

Rather than creating loads of disconnected visual assets, B+S had one distinctive device that could carry the story across the brand.

Creating a colour system with control

Bucher + Suter already had a colourful world, but the existing gradients needed more discipline. So we introduced a cleaner palette with a minimal base, and a refined rainbow gradient drawn from the original brand colours. This gave the team more flexibility without losing consistency.

The result feels sharper and more distinctive, with enough warmth to stand apart from the sea of enterprise-tech blue.

Building the website around customer problems

We rebuilt the site structure around the five strategic pillars, creating clearer routes through the site. That means a CX leader can quickly find the value in improving platform performance, technical stakeholders can still get to the detail they need, and  teams exploring AI can understand Bucher + Suter’s practical approach without being hit with hype.

Every page had a job. Instead of asking, “What do we need to say about this service?”, we asked, “What problem is this helping the customer solve?” Small shift. Big difference.

Brand-to-build

The website uses a clean digital interface with controlled moments of colour, gradient, shadow and motion. A Spline-built wave animation brings energy to key moments, including the homepage and CTAs, while reinforcing the idea of connected systems.

Every design choice had to earn its place. The site needed to feel on-brand, modern and distinctive, without adding more noise.

Giving the brand a steadier voice

Bucher + Suter has deep expertise, but it wasn’t always expressed consistently. So we developed a tone of voice that reflects what makes the business valuable: connecting complex systems, taking ownership beyond implementation and bringing a practical, people-focused approach to AI.

The new voice is measured, useful and confident. It explains technical complexity without hiding behind jargon, and leads with outcomes rather than features.

Making consistency easier

A brand only works when people can actually use it, so we created a custom-built online brand platform, giving the Bucher + Suter team one place to access guidelines, assets and usage rules. This makes the system easier to apply across sales, marketing, internal comms and future content.

The result

Bucher + Suter launched with a clearer strategy, sharper identity and a website built around the problems their customers actually face.

The refreshed logo improves recognition. The colour system brings control and personality. The wave gives the brand a distinctive expression of integration. The website creates clearer journeys and stronger commercial relevance.

Most importantly, Bucher + Suter now has a clearer way to explain its value, make decisions and keep the brand moving forward.