| Microdesk
2009 REBRAND 100 Winners > merit
Industry/Sector: Technology/Computer Hardware/Software
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - In 2007, Point One Percent teamed with Microdesk, a national consulting company focused on developing technology solutions for architectural, engineering, construction and facilities management firms. Due to significant growth - 40% year over year - Microdesk identified the need for new marketing communications that captured the core strengths of the company.
Challenge - While Microdesk is a successful software developer and vendor, two particular issues undermined the establishment of its brand. Point One Percent noted the competitive nature of the category often led clients to view software vendors and their products as a commodity. To this end, there is a lack of brand loyalty in the marketplace, and also unfamiliarity with Microdesk's expansive services and competent team.
Strategy - Microdesk loves a challenge and is passionate about its premier team who can deliver, no matter what. Microdesk's new campaign needed to highlight its commitment to partnership, expert team and broad experience in developing customized, end-to-end solutions. Point One Percent created a unique brand expression, tone of voice and strategic branding campaign rooted in key learnings and attributes that set Microdesk apart.
Result - The new campaign developed by Point One Percent resulted in an energetic, sophisticated and consistent brand experience and, in turn, positioned Microdesk as the break out leader in the category.
Credits:
Client: Microdesk - www.microdesk.com
Brand Strategists/Designers: Point One Percent - www.point-one-percent.com
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