PSI Software – Brand Refresh & Website Redesign
INDUSTRY:
Software
SERVICES:
– Brand Strategy & Positioning
– Brand Messaging
– Graphic Design
– Website Strategy, Design & Development
– Copywriting
“GRIT was the perfect partner to guide our family-owned software engineering company through a much-needed brand refresh and website modernization. After more than 40 years in business, we knew it was time to bring our brand into the present, showcase our expanded services, and highlight our subject matter expertise—but our in-house attempts had repeatedly fallen short. GRIT delivered on every front with fresh ideas, exceptional talent, and a collaborative approach that made the entire process easy and effective. We are thrilled with the results and highly recommend their team to any company looking to elevate their brand.”
-Casandra Mann
VP of Operations, PSI Software
A Comprehensive Software Company Brand & Website Refresh Designed to Modernize
PSI Software, a custom software engineering firm, partnered with GRIT on a comprehensive brand refresh and repositioning as well as a corresponding website redesign all focused on ensuring company presentation across channels aligned with its modern, forward-thinking capabilities. As a family-owned business, PSI aimed to honor its roots while evolving its brand and digital presence to better represent its expertise as a leading provider of mission-critical software for highly regulated industries. To achieve these goals and to hit the mark, GRIT supported PSI through every phase of the brand repositioning and website redesign process.
Creating Clarity Through Strategic Brand Naming
GRIT approached the project from the ground up, starting with how the brand name was presented. The legacy brand name was originally presented by the icon “PSI” alongside the text Precision Systems Inc. Since “precision” and “systems” are commonly used in company names across industries, the name lacked distinctiveness and did not convey the company’s capabilities. Leveraging the strong reputation the company had built around “PSI” as a primary brand reference, GRIT collaborated with the company to reposition the brand as PSI Software. The reworked name preserves brand recognition and reputation while clearly communicating the company’s focus and expertise in software development.
Designing a Modern Visual Brand
The visual brand refresh centered on evolving the existing PSI icon into a more modern look. The original oval shape was transformed into an arrow with rounded corners, symbolizing the company’s forward-thinking capabilities and approach to software development. The new icon shape was thoughtfully integrated throughout the company’s website, appearing in key process graphics, action button indicators, and other interactive design elements. GRIT selected a bold typeface for the PSI icon and incorporated the word “software” in a clean, modern font. The existing brand colors were carried forward as part of maintaining consistency.
Telling a Unique Brand Story
In addition to clarifying the brand name and supporting the visual updates, GRIT worked with PSI to craft an optimized brand story that highlights the company’s unique differentiators as a leader in custom software design for highly regulated industries, including medical, industrial, and government. A key part of optimizing the brand story focused on clearly presenting PSI’s capabilities and their in-depth experience working with leading companies across the sectors they serve. GRIT ensured the brand story was grounded in the family-owned company ethos and detailed how that drives value and success for clients and leads to long-term relationships.
Bringing the Brand to Life Through a Strategic Website Redesign
Following the brand refresh, GRIT supported PSI with a comprehensive website overhaul—providing design, copywriting, and development services. GRIT ensured the website hit the mark by:
beginning with discovery and a strategy-first process.
designing with bold text, strong color and texture for visual impact.
customizing page designs to highlight key markets.
integrating calls to action throughout the site.
easily updatable site that can grow and stay fresh including blogs, projects and gated content.
GRIT was honored to collaborate with PSI to refresh the foundational brand assets and showcase the company’s capabilities as a leader in custom software development, delivering a foundation to serve the company now and into the future.
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