All major rebrands represent a leap of faith, but the team at Bpm’online literally jumped out of an airplane to mark its transformation under the name Creatio.
The company on Wednesday morning hosted a live broadcast in which it played a video announcing its new moniker as well as the dramatic unveiling of the Creatio logo, which was shown on a banner held by one of its employees in mid-descent.
Approximately 160 Creatio employees went skydiving for the occasion. This included its founder, CEO and managing partner Katherine Kostereva, who admitted she was like most of the group who had never taken a jump before.
“It wasn’t really that scary,” she said. “It was actually very, very fun. I’d do it again.”
The rebrand is not only intended to make the former bpm’online easier to remember, but to reflect the way Creatio is trying to offer a platform on which businesses can easily develop their own applications without having to be trained as developers. The idea is to reduce the costs put on IT departments to purchase other products or to work with challenging integrations bolted on by point solutions.
The company’s low-code process automation and customer relationship management (CRM) tools offer drag-and-drop capabilities to create custom workflows for marketing, sales and customer service processes. As bpm’online, the company has traditionally competed with the likes of Maximizer, SugerCRM and PipelineDeals.
Along with its new corporate identity and logo, the former bpm’online will also change the way it describes its portfolio of products to Creatio Sales, Creatio Marketing, Creatio Service and Creatio Studio. When customers develop their own apps, whether they use a template or via their own ingenuity, these will be called “Creatios” as well.
“We create a world where any business idea can be automated in minutes,” Kostereva explains in the video, adding that she is excited to enter “a new era of enterprise software” with the rebranding.
That said, executives in the video insisted that the move to the Creatio name won’t change anything else about its products, team or overall strategy.