Auctane

Background

Auctane, parent company of Stamps.com and ShipStation, had quietly built and acquired a robust portfolio of shipping and mailing companies. In 2022, the company was itself acquired by private equity firm Thoma Bravo, and it was clear to the new ownership that the accumulation of brands was a problem. The portfolio contained numerous overlaps that created confusion among consumers, employees, and the market, as well as inefficient marketing and product investment. And the absence of a clear portfolio value story created an uncertain future vision for the company.

Challenge

Our opportunity was to help Auctane's leadership make the business case for a refined portfolio with an intentional ecosystem of brands and an overall platform story. This would solidify the value of Auctane's portfolio for customers and deliver the return their investors were expecting.

Work

We led an immersive brand discovery process to gather inputs and achieve the alignment necessary to reimagine the brand portfolio around customer needs. The streamlined portfolio corresponded with a new brand strategy that positioned Auctane as a Global Delivery Experience company, complete with a new identity for the parent brand and key portfolio brands—Stamps.com and ShipStation. Each brand now benefits from a distinct-but-connected story that clearly communicates how the brand and product address their specific customer segment's needs.

We mobilized the portfolio internally through the creation of a change management process and branded materials. Finally, we developed a thoughtful launch strategy and rollout plan for each of the brands.