Summary:

Challenge - Over the span of its 40 years, X-Rite had grown through innovation and acquisition to become the most powerful player in the color quality instrumentation and software market. The company also developed a complex "brand stew": too many brands, not enough brand management. A confusing story.

Strategy - BBK delivered a strategy for retiring many of the brands while bringing the company together under one brand with a clear message to the world: X-Rite helps companies measure and manage color. BBK developed a new mark, an employee training manual, and consults with the company in presenting consistent and powerful value propositions for each of its primary markets.

Result - Presenting the company's new brand face and key messages for each of these markets became the focus of round one of the new public website's redesign.

Credits:

Client: X-Rite - www.xrite.com

Creative Firm: BBK Studio - www.bbkstudio.com
Creative Director: Kevin Budelmann

Senior User Interface Designer: Alison Popp
Senior Designers: Michele Chartier, Brian Hauch
Junior Designers: Marie-Claire Camp, Jason Murray
Developers: Scott Krieger, John Winkelman, X-Rite
Writers: Julie Ridl, Dalin Clark
Other Contributors: Yang Kim, Sharon Oleniczak