Powerful technology needs a powerful brand

In a crowded and increasingly noisy tech landscape, great technology is only part of the equation. What separates the brands that scale from those that stall is clarity: a clear story, a clear position and a clear reason to care.

That was the challenge facing Grypp.

As a next-generation visual customer experience platform, Grypp had built technology capable of transforming how agents support customers. But the brand didn’t yet reflect the confidence, distinctiveness or clarity of the product itself.

Grypp partnered with Courts to change that.

Innovation needs a narrative

Grypp’s platform enables something most customer support tools can’t: visual connection. Instead of relying solely on voice or text, agents can see exactly what customers see — resolving issues with the speed, understanding and confidence of an in-person interaction.

Their innovation is real.

But innovation only creates impact when it’s understood.

Rather than approaching the project as a cosmetic refresh, we recognised that Grypp needed a strategic narrative — a way to articulate what makes their technology different, valuable and memorable.

That idea became The Grypp Lens.

A unifying idea, not just a tagline

The Grypp Lens wasn’t conceived as a slogan or campaign line. It was a strategic concept — a way to frame Grypp’s entire brand through the idea of shared vision and clarity.

It captured what the platform enables at its core: seeing the problem together, aligning understanding, and solving issues faster.

This thinking shaped everything that followed — from messaging and positioning to visual language and identity. Grypp’s core message, “Unite through Sight,” became the articulation of that idea: a simple, confident expression of what the brand stands for and why it matters.

Bringing the brand into focus

With a clear narrative in place, the brand could finally catch up with the product.

Rather than creating an aesthetic for its own sake, the new identity is designed to behave like the technology itself — visual, precise and purposeful.

More importantly, our work created a foundation Grypp can build on. With sharper messaging and a coherent brand system, Grypp is better equipped to communicate its value, differentiate in market and have more meaningful conversations with customers and partners.

“Great technology deserved a narrative that makes sense instantly. The Grypp Lens helped us express Grypp’s value in a way people could see, feel and believe.” — Elis Elmasllari, Creative Lead - Courts

Why brand and technology are inseparable

Technology and branding are often treated as separate disciplines — one functional, the other expressive. Grypp’s journey shows why that divide no longer holds.

• In a market crowded with feature-rich platforms, clarity drives demand.
• A strong product without a clear story gets overlooked.
• A clear story without a strong product doesn’t last.

Grypp’s technology gives organisations the ability to see and solve real problems.

Grypp’s brand gives people the understanding — and confidence — to choose it.

From product to presence

Grypp’s evolution is a reminder that strategic branding isn’t about dressing something up. It’s about uncovering the truth of what a product does and giving it a voice that resonates.

When brand and product are aligned, technology doesn’t just function — it connects. And that connection is what turns innovation into momentum.

A strong brand doesn’t just tell your story.

It amplifies the impact of what you’ve built — across every audience it touches.

About Courts:

Ambitious brands come to us when they’ve outgrown the ordinary. We define the strategy, identity and messages that sharpen focus, align teams and create the clarity needed to grow with confidence.