Making Sense of Complexity: How We Helped Symphony Tell Their Story
If you’ve ever tried to explain a SaaS platform with multiple moving parts, you’ll know the pain. You get two minutes into the conversation and suddenly you’re knee-deep in features, acronyms, and edge cases. Eyes glaze over. The story gets lost.
That’s exactly what Symphony Communications were wrestling with. They’ve built something incredible - a secure financial platform with four powerful areas: Messaging, Voice, Directory, and Analytics. But here’s the challenge: when you’ve got that much capability, how do you make it land with someone new? How do you tell the story without drowning people in detail?
That’s where we came in.
Starting with the fog
The first thing we do with any client is lean into the confusion. We want to know: where do people get stuck? With Symphony, it was clear prospects couldn’t always picture how the four pillars connected. Voice felt separate from Messaging, Directory sounded abstract, Analytics felt like a bolt-on.
We rolled up our sleeves and worked with their team to map it all out. What does a client actually want at the end of the day? What’s the emotional “so what” of this platform?
From “features” to flow
Instead of rattling off functions, we built a simple journey:
- Start with the outcome - secure, compliant communication.
- Show the four pillars as characters in that journey.
- Reveal how they work together, not just as features, but as a connected whole.
It’s less about what it is and more about why it matters.
Designing for “aha” moments
The visuals had to do more than look pretty. They had to earn their place in the story. We gave each pillar its own feel, while keeping them part of the same family. Animations showed interaction, not just icons sliding around. The goal? That moment where a prospect says “Ah, I get it now.”
The payoff
The finished video is now doing what no slide deck or pitch call could: showing the big picture in a way that’s easy, engaging, and memorable. For Symphony’s sales team, it’s a tool that opens doors and shortens conversations. For their clients, it’s clarity in under two minutes.
Story is king
If you’re building in SaaS, you already know clarity is half the battle. You can have the smartest tech in the room but if no one understands it quickly, you’ll struggle to get buy-in.
When you get the story right, everything else flows.
