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Geeknet 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: USA
Industry/Sector: Technology
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
SourceForge Inc. had a problem a lot of brands would kill for. They own highly trafficked sites for people who love technology. They have an incredibly loyal following. They have developed advertising technology that results in double-digit, click-through rates.

Challenge
Media buyers, however, were often confused by the company name and what kind of audience they represent. In order to keep the business vibrant, they needed to more accurately communicate the company’s business, the growing market they serve, as well as monetize their sites.

Strategy
To help solve their problem, we created a new brand idea for the company, 110% Pure Geek. This idea better articulates who the company is, their audiences and passion. In addition, a new name and identity were created to better reflect the company’s business and the growing market it serves. To bring the new name to life, we created a new identity that would symbolize Geeknet as the online network created by geeks, for geeks.

The Geeknet Octobot is inspired by Internet site map iconography and wire frames. His multiple arms will guide media buyers to where they can get access to Geeknet’s community; the tech-obsessed, early technology adopters and key influencers.

Result
The new identity was launched in November 2009 and was immediately embraced by internal audiences. External audiences now have a better sense of what the brand stands for and the tech-obsessed users they serve.


Credits:

Client: Geeknet - www.geeknet.com

Brand Strategists/Designers: Interbrand - www.interbrand.com
Strategy: Helen Gould
Creative Director: Kurt Munger
Designers: Sylvia Vaquer, Noriko Ohori


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