BuyerExperience is a B2B closed-lost recovery platform that helps companies reconnect with lost buyers, collect verified feedback, and turn missed deals into new revenue opportunities.
Business Context
Most companies treat closed-lost deals as the end of the sales process, leaving valuable buyer feedback and potential revenue untapped. BuyerExperience helps B2B companies reconnect with lost buyers, understand why deals were lost, and turn those insights into opportunities for recovery and growth.
Challenge
Position BuyerExperience as a new category of closed-lost recovery platform — not a traditional survey or research tool, but a revenue-focused product that transforms buyer feedback into action.
Most companies treat closed-lost deals as the end of the sales process, leaving valuable buyer feedback and potential revenue untapped. BuyerExperience helps B2B companies reconnect with lost buyers, understand why deals were lost, and turn those insights into opportunities for recovery and growth.
Challenge
Position BuyerExperience as a new category of closed-lost recovery platform — not a traditional survey or research tool, but a revenue-focused product that transforms buyer feedback into action.
Approach
The identity was built around BX — a concise brand signature designed to become synonymous with the category. The custom X represents the company and buyer returning to the same conversation, while the space between them suggests a new channel created from a previously closed opportunity.
The identity was built around BX — a concise brand signature designed to become synonymous with the category. The custom X represents the company and buyer returning to the same conversation, while the space between them suggests a new channel created from a previously closed opportunity.
Bold typography, structured editorial layouts, and a restrained palette establish a professional foundation. A carefully used orange accent signals action and re-engagement, while Rev, the geometric owl mascot, adds warmth and supports the gamified side of the buyer experience.
Outcome
Delivered a complete visual identity system, including the BX logo, full wordmark, custom icon, color and typography systems, visual language, mascot, verification mark, and brand guidelines. The resulting identity positions BuyerExperience as a distinct closed-lost recovery platform and provides a flexible system that can grow across its product, marketing, and thought-leadership content.
Delivered a complete visual identity system, including the BX logo, full wordmark, custom icon, color and typography systems, visual language, mascot, verification mark, and brand guidelines. The resulting identity positions BuyerExperience as a distinct closed-lost recovery platform and provides a flexible system that can grow across its product, marketing, and thought-leadership content.
The icon
A custom X derived from the BX name.
The icon works independently as an avatar and favicon, and throughout the visual system as a graphic element, highlight or punctuation-like device for key messages.
Color palette
Deep neutrals create a premium, professional foundation, while soft greys keep the system clear and refined.
The vivid orange is used sparingly and with purpose: to highlight key messages, insights and moments of action. This gives the brand energy and distinction without compromising its minimal character.
Full wordmark
The BuyerExperience wordmark presents the full company name clearly. It can be used when introducing the brand or wherever the full name provides useful context, while BX. serves as the primary compact signature.
A custom verification mark, built from the same visual language as the BX icon.
