| Workamajig
2009 REBRAND 100 Winners > distinction
Industry/Sector: Technology/Computer Harware and Software
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Creative Manager Pro was a web-based job tracking and integrated project management software that was tailored to meet the needs of mid-sized agencies. Unlike the quirky and colorful personalities of the agencies the software served, the brand felt cold and impersonal. The search engine results were especially unsatisfactory, as Creative Manager Pro competed against thousands of brands with similar naming devices.
Challenge - Creative Manager Pro’s two-fold challenge included a new naming strategy and brand image. The name and subsequent logo needed to appeal to search engines, the creatives and the business-side personnel of the prospective agency clients. Competitive differentiation was paramount, but not at the expense of alienating the demographic.
Strategy - Creative Manager Pro became Workamajig. Rather than create a static logo, an avatar was created, emulating the fluidity, approachability and multi-tasking nature of the software.
Result - The new name became memorable and created an emotional connection to users. Workamajig was now first in search engine results. The software that streamlined entire agencies had a personable face — an avatar with two responsive eyes and a futuristic body. The new name and brand identity succeeded in portraying the software as the ultimate Swiss army knife of agency management software.
Credits:
Client: Workamajig - www.workamajig.com
Brand Strategists/Designers: Push - www.pushhere.com
Chief Creative Officer: Chris Robb
Creative Director: Mark Unger
Associate Creative Director: Gordon Weller
Lead Designer: Forest Young
Interactive Design & Developer: Hydra Studios
Web Producer: Pedro Gomez
Account Management: Rod James, Chris Beaury
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