Vision Point Systems
Six Weeks to Tradeshow-Ready
Software explainer video
Trade Show Booth Design
Conference & Sales Collateral
Re-imagining the brand
Six Weeks. The Biggest Conference of the Year. A Product Repositioning. No Biggie.
Vision Point Systems came to Branderity preparing for Appian World — one of the most important conferences in the Appian ecosystem — with a clear mandate: show up differently.
Their existing TARA explainer video had aged out of alignment with the product’s current positioning and maturity. Their conference presence needed a visual and creative refresh. And their flagship product — TARA, an automated regression testing app native to Appian — needed to be distilled into content that could speak compellingly to a technical but non-developer audience in ninety seconds.
Telling the TARA Story
The ninety-second TARA Explainer Video was the creative heart of the engagement — and it came with a brief that was as specific as it was challenging.
VPS delivered with a strong vision and a firm directive about pace: fast and punchy. The video needed to stop a QA lead mid-aisle, grab their attention in the first three seconds, and never let go. But it also needed to do something that fast and punchy videos rarely do well: inform. Speak to real pain points. Demonstrate the product’s most powerful features in a way that a technical but non-developer audience could immediately understand and appreciate.
The tension was deliberate and real: fast but not rushed. Punchy but not superficial. Gripping enough to hold attention and substantive enough to educate.
There was another layer of complexity. The video needed to perform across three completely different contexts simultaneously: playing in silent loop at the conference booth, doing the heavy lifting on the TARA landing page, and acting as shareable, scroll-stopping content on LinkedIn. Three contexts with three different audience states and three different expectations of what the video needed to do. A single piece of content had to work for all of them.
Branderity brought this vision to life, developing a distinctive visual style that would pop against the booth backdrop while standing completely on its own feet in every other context. With pacing calibrated with precision, the video is fast enough to feel engaging and intentional enough to let the product’s features land.
A Fresh Face at the Booth
The conference collateral and booth design were built around a deliberate and meaningful creative reimagining of the VPS brand.
The existing VPS visual language leaned on pointed, geometric shapes — angular and sharp, with an aesthetic that felt dated against the energy of a modern tech conference floor. In its place came something more dynamic and contemporary: fluid, energetic waving lines and dots that gave the brand motion and momentum. Rounded squares and icons became a recurring visual element, carrying through the booth design and into every piece of collateral to create a cohesive, modern system that felt intentional and fresh rather than assembled.
At the center of it all was TARA herself. The app’s robot mascot — already beloved within the VPS ecosystem — was given a starring role in the booth design and collateral, leaning into her friendly, approachable personality to give the product a friendly face in a space full of enterprise software vendors. TARA’s characterization brought warmth and energy to the booth in a way that no amount of feature callouts ever could, making the product feel accessible, memorable, and genuinely inviting rather than technically intimidating.
And running through everything was a single line pulled from existing VPS materials and elevated into a core brand positioning statement: Test Smarter. Deploy Faster. Concise, confident, and instantly understood by every QA lead who walked past. Not a tagline invented for the conference. A truth the brand had always carried, finally given the prominence it deserved.
The result was a visual refresh that honored the VPS brand while elevating it significantly. Contemporary without being trendy. Energetic without being chaotic. Polished enough to command respect in a room full of enterprise technology vendors and distinctive enough to be remembered long after the conference was over.
