Single Cell & Progenitor rebrand: Introducing Portt

January 20th, 2019//

Boutique consulting firm Single Cell and source-to-contract software, Progenitor have consolidated into new single identity and master brand, Introducing Portt.

Portt is your intelligent sourcing, contract and supplier management platform. Here to enable the strategic potential of your procurement team.

"Over the past six months we have undertaken a thorough review of our market positioning and strategy, the culmination of which has led to the decision to pivot our brand strategy to one that better encapsulates our mission and what we are about” — Chris Holmes, Co-CEO and Founder, Portt

Our mission is to be the technology of choice for value-adding teams that earn stakeholder respect by optimising supplier relationships, heightening transparency, gathering metrics to report on success and ultimately unearthing procurement’s strategic potential.

There are several factors behind the pivot:

  • Remove brand confusion through consolidating of product and company brands into one master identity
  • Develop a unique identity rooted in procurement, without restricting evolution as a product company
  • Achieve an identity that cements our position firmly as a technology company
  • Creatively convey key technical, functional & emotional benefits of our product and customer experience
  • To own the competitive landscape as the bold, cutting edge, innovative provider in this space
  • To unearth an identity that will scale globally and be memorable

A major hub of trade and exchange and typically centers of significant economic activity, Ports are an image of organisation and efficiency, where due diligence, compliance, risk management is essential and align well with the functional benefits of the software. A verbal-noun, the word port has roots in technology and connectivity. The action of ‘porting’ and to ‘port-into’ talks to the connectivity, interaction and movement enabled within the products, while the additional ‘t’ in is to anchor the message as a technology company.

Launching officially on Tuesday 22nd of January, the re-brand includes a top-to-bottom redesign of the company’s website, logo, graphics, communications and strategic messaging done in collaboration with Sydney and Auckland outfit, Studio For. While the company name will change, that will be the only current material difference, with a complete user-interface overhaul scheduled for this calendar year.

"With our major customers and partners, including Microsoft, in full support – there will be a noticeable ramp-up in our marketing and communications to support the aggressive growth targets we are pursuing. We are extremely proud of our journey as Single Cell and Progenitor, and we look forward to achieving massive successes, as Portt."

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