| Datatel
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - In 2003, marketing surveys showed that Datatel was perceived as offering old and stale technology, with limited corporate vision. This was not a good omen for a software company. This critical business challenge needed to be addressed quickly and firmly to mitigate pressure on sales. Strategy - A re-branding effort commenced in January 2004 encompassing a new Web site, trade show booth, collateral, and messaging. The strategy was clear: graphically communicate the sophisticated, advanced-technological company we are. Imaging clues migrated to black and white photos, modern fonts, with minimalist graphic presentations. Result - These steps have already yielded perception changes based on client comments and anticipated stronger marketing surveys. Credits: Client: Datatel - www.datatel.com Creative Firm: Datatel in-house team Graphic Designer: Michelle Short Copywriters: Mary Jones, Sean O'Neill Marketing Communications Manager: Peter Abzug Webmaster of Content and Design: Michelle Allen back |
