SXSW Recap & A Peek at the New @Applause Brand

newapplauservipAs in years past, the masses converged on Austin, TX last week for SXSW Interactive. Festival-goers shared knowledge, listened to panelists, shared thoughts about trends – both real and perceived – and probably ate more barbecue and tacos than usual. This year, we decided to use this as an opportunity to unveil a sneak peek at our new brand, which will be called Applause when it launches next month.

Since November, when we first announced our expanded vision and offering, we’ve been hard at work prepping a fully integrated launch in the coming weeks. At SXSW, we were ready to give everyone a temporary preview of the new branding and an opportunity to chat with our team about Applause’s larger vision of helping companies achieve 360° app quality.

Sure, we designed special Austin t-shirts, and we rolled every night with the amazing RVIP Lounge team. But we heard much more about the substance of our rebrand to Applause than the style of our SWAG or our ride (though they were both pretty cool).

We spoke with hundreds of entrepreneurs, tech execs, digital marketers, VCs and journalists, and the consensus was that the rebrand “made perfect sense”, both aesthetically and in terms of our expanded vision.

  • Brand owners identified with our decision to help companies take a holistic approach of app quality and agreed that it’s no longer the sole purview of a company’s QA team (though it does remain their priority).
  • Designers liked our execution on our new logo and its physical embodiment of the multi-faceted aspects that go into a 360° approach to app quality, and who are we to argue? (kudos to our design team).
  • Developers told us that as mobile, wearables and the “internet of things” mature, they need to move ever-faster without sacrificing app quality.
  • In all, we weren’t surprised by what we heard, but it did reinforce the belief that we’re onto something big.

So thank you to the many attendees at this year’s SXSW Interactive who “get” what we’re going for, and offered support for the Applause vision moving forward. As for the rest of you, stay tuned, as we’ll be unveiling our future in full in the coming weeks.

One last note – Upon returning home mid-week, we were saddened to learn about the tragic accident that took place outside the Mohawk Club on Red River in Austin. Our thoughts are with all who were affected – and our support is with them, the people of Austin, and all of those who value the intensely interactive climate of the SXSW Festival.

As for us, we’ll be back next year – to talk tech, connect with others, and spread cheer – and Applause.

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