Smarter business content for more impact
Vidext makes corporate communication more engaging, measurable, and efficient. With intelligent design and data analytics tools, teams transform the way their business communicates.
Business content is produced and consumed at a speed that it is actually losing relevance instead of gaining it. We’re buried in content, increasing our stress levels. Vidext gives teams back control over AI content creation and consumption. This concept of “owning it” is made visible in their refreshed messaging. After the brand strategy and verbal identity exercise, they now effectively communicate their products “Visual” and “Boost” to a single, unified audience.
Concept & Strategy
For this startup brand strategy exercise, we did an extensive analysis of the competitive landscape. Vidext’s competitors are characterized by a technological approach: Not very surprisingly, AI is omnipresent, making it a very busy territory. The majority of the competitors are directed to different audiences, B2B as well as B2C. The goal of Vidext was to reach a corporate audience without falling into corporate messaging stereotypes. Therefore, its strategy needed to have a disruptive and engaging element, without simply relying on AI features. Central to the strategy for the Spanish startup is their brand territory: ownership. It resonates on multiple levels: control over content, mastering technology, and improving work-life balance. It finds its manifestation in: Own the content: Making content an impactful, adaptable experience with control over data. Own the technology: Focusing on innovative application of tech that adapts to businesses, with a visionary, transparent, and controlled model. Own your life: Emphasizing human-centricity, work-life balance, efficiency, and peace of mind. Aligned with this territory is Vidext’s brand personality: The Accomplice, a blend of the Sage, the Magician, and a friend. They are smart, committed, trustworthy, and aim to make work easier and flow better, with proactive support. Supporting the overall communication strategy are Vidext’s messaging pillars: Reinventing content consumption for B2B, Turning data into impact; Owning work, ethic, and life; AI is the engine, not the story. The last one is especially important as it serves as a further differentiation from competitors who leverage the AI topic to its fullest, leading to similar messages and very little distinction.
Verbal Identity
Part of the brand strategy that directly influences Vidext’s verbal identity are the brand values: efficiency, smartness, trust, and positivity. We express efficiency not just in how we speak, but in what we choose to speak about. We don’t get lost in details and focus on the benefits of our products. Our message is always practical and solution-oriented. Efficiency is expressed when talking about the technology: Vidext doesn’t get lost in details; they focus on benefits with a practical and solution-oriented messaging. Vidext's smartness comes through in an approachable and helpful manner. It’s not about sounding clever, it’s about making others feel capable. Vidext accepts the challenges users face and speaks openly about what´s hard, finding solutions, and ensuring trust. Lastly, positivity comes from confidence in what they help people achieve, solving problems and moving forward instead of burning out. These Brand Values logically translate into the Tone of Voice attributes: thoughtfully concise (on-point, direct, actionable), comfortably engaging (human, relatable, creative), and confidently bold (proactive, honest, inspiring).
Messaging Framework
To round up the startup’s messaging framework, we defined their value proposition, company statements such as one-liners and tag lines, Dos and Don’ts, as well as specific example copy for their website and LinkedIn postings. We also provided guidance on adapting the tone for different channels. Each of Vidext’s messages ties back to the strategy and Tone of Voice, and consistently relates with users to empower them: “Flip the format. Own the message.”, “Finally, content that gets to the point.”, and “Content that works as hard as you do.” With the strategy and the verbal identity as a foundation, Vidext revamped their website at the beginning of June 2025. Now, they confidently communicate their value proposition and their two distinct products with a unified, consistent, and distinctive messaging.
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