Charted

SquareWorks faced a legal naming conflict that forced a rebrand, but the challenge ran deeper than a new name. The existing identity positioned the company as a services firm rather than the ERP-native automation platform it had become. A busy category, indistinguishable messaging, and the need to build trust with finance and IT leaders raised the stakes.

Through workshops and customer research, we developed the name Charted and built a strategic platform around “Frictionless by Design”, capturing how the product makes financial operations flow. This core idea underpins positioning, messaging pillars, and verbal identity across marketing, sales, and product.

The identity brings “Frictionless by Design” to life through flow and precision. Reimagined diamond elements nod to the brand’s past, while a refined colour palette, modern typography, and a system of fluid shapes and modular compositions translate complex automation into clear, expressive visuals across product and marketing touchpoints.

The product design focused on simplifying complex accounts payable workflows while preserving the control finance teams rely on. The interface was structured around the full AP lifecycle, introducing clear hierarchies and task-driven flows that make actions like invoice review, approvals, and payments easier to navigate. Built natively within NetSuite, the system informed key design decisions, while progressive disclosure and considered data hierarchy help teams manage complexity without overwhelming everyday workflows.

The website serves as Charted’s primary storytelling and product platform. UX workshops shaped clear journeys for different personas, while UI translates the identity’s fluidity and structure into a digital system that explains product capabilities with clarity. Built in WordPress, the site merges strategic narrative with product depth and provides a scalable foundation for future features and offerings.