Darwin CX is a Toronto-based SaaS company specializing in subscription and membership business solutions. The company offers a platform that provides insights and tools to enhance subscriber conversion and retention while optimizing workflows for account management, commerce, marketing, and finance.
In 2020, Darwin CX was acquired by a New York-based private equity firm to accelerate its growth in the U.S. and globally. As part of this expansion effort, they engaged A+I to refine their brand strategy.
The project involved an in-depth strategic process in which we conducted interviews with employees at all levels, existing and prospective clients, and industry leaders. Our goal was to distill the company’s value proposition, refine its messaging, and clarify key offerings to maximize audience engagement. This process became a journey of self-discovery for Darwin CX, strengthening the connection between leadership and employees while providing a clear blueprint for a cohesive and impactful brand strategy—one that placed the customer back at the center of the narrative.
After extensive discussions and iterations on the brand’s core messaging, we established “Customer Experience Amplified” as the brand mission. This phrase encapsulated both the clients’ experience with the platform and the experience of their customers as subscribers.
The thorough strategic process resulted in a brand proposition that felt authentic and intuitive to all stakeholders. This clarity facilitated a swift consensus on the necessary updates to their visual identity. A key focus was reinforcing the brand’s human aspect—shifting towards a more lifestyle-oriented approach by incorporating imagery of real people to balance the technical, data-driven aesthetic of the company.
As a result of this strategic foundation, combined with the strong leadership at Darwin CX, the company has experienced remarkable growth—scaling from approximately $500K in annual revenue in 2021 to an astounding $15 million in 2024. This success underscores its strengthening position within the subscription management sector.
