Comproved is a company specialised in qualitative assessment and wants to strengthen teachers and assessors in assessing people and tasks. To achieve this, they developed a digital tool based on comparative comparison. For this spin-off of the University of Antwerp, we developed a brand strategy with a complete rebranding: we created a new brand name (bye bye D-Pac!) and a completely new corporate identity. In the workshop Buyer Personas & customer journeys we came to a nice overview of which messages to send out and which communication actions to undertake in which phase of the customer journey in order to have maximum effect. In addition, we also developed a promotional corporate presentation, brand profile texts and a completely new website.