Tradeshift had a message problem: Everyone who needed to hear about it already had—the procurement experts, supply-chain veterans and anyone who knew what e-invoicing actually was. They got it. But Tradeshift wanted to go public, which meant reaching a new audience.

To do that, we needed to make people realize they dealt with supply chains every day, when they stood in line for their morning coffee, dropped their kids off at school or searched the supermarket aisles for their favorite brands. Supply chains are everywhere, you just don’t know you’re looking at them.

To do that we refreshed the brand with copy that related the problems we solved to frustrations people faced every day.