Logo, housestyle & storytelling cxo software

In 2017 Hidden Champion was approached by CXO Software. This innovative tech company was looking for help telling its dynamic – but complex – success story in a clear and consistent way using a combination of text and imagery.


Smart dashboards for financial reporting
CXO Software’s unique financial reporting solution arose in 2007 out of the founders’ growing frustration with time-consuming and error-prone – Excel-driven – reporting processes. With growing demands being placed on the Finance function in organizations, financial reporting teams were looking for alternative solutions to 'old school' spreadsheets and reporting tools offering low ‘financial intelligence’.

To meet this complex market demand, CXO set about developing smart, advanced financial and performance reporting software – high-performance analytical dashboards specifically designed to enhance the work of reporting teams and other Finance professionals worldwide.

Ready for growth
With CEO Ronald Wissink at the helm, the company set its sights on an ambitious 10-year plan for organic growth. A carefully planned marketing communication strategy was devised lead with the aim of developing new business leads among multinationals and SMEs. 

To accomplish its objective, the company hired a new head of marketing in Sander Seton. He joined from Afas Software, where he had set up a successful marketing automation strategy.

Collaboration copywriters and designers

Our English native-speaker copywriters Will and Sam, together with our designer Abby and art director Edwin of Reclameloods Rotterdam, began developing a recognizable tone-of-voice and look & feel. Underpinning their approach was CXO Software’s new B2B messaging guidelines. 

Target audience 
- CFOs
- Finance-team managers
- Financial controllers at international organizations. 


“A big story about a small tech company”

Recognizable lines of digital communication
The process
- Restyling of logo and corporate identity 
- Photo selection of business images applicable to all materials 
- Design of icons for brochure and product sheets

- New company brochure (design & copy) 
- Series of whitepapers (design & copy) 
- Product sheets (design & copy) 
- New logo and house style 
- Template for whitepapers. 

Judge for yourself
Click to view examples from the communication mix : 
CXO Software company brochure
Whitepaper: Generic Business Tools
Product sheet: Oracle Essbase 
Icons set

New website as a lead generator
In May 2018 the www.cxosoftware.com English-langue website went live. 

The website is fully equipped for lead generation. The social media strategy must lead to traffic to the website. The customer journey ends with a call-to-action to the various whitepapers that are downloadable after contact details have been provided by the visitor. Naturally, the site is designed according to the GDPR guidelines that came into effect on May 25, 2018.

CXO whitepapers

“The financial dashboards of CXO Software provide in-depth insights for C-level executives”

Want to know more about our approach?
Interest in new logo, house style or English copywriting?
Contact us.