Design project results in new brand name
Background
The company started life in 1996 as Telekinesys, specialising in web-based software applications for the print industry and building a substantial client base.
The challenge
In 2007 it was decided to re-brand and strategically re-position the company with the aim of extending their market to include corporate marketing directors.
The response
Following a Designing Demand mapping session that identified the key aspects of their brand design strategy, a branding company was appointed to undertake an audit of the current brand and future direction within the new, competitive environment. The objective was to articulate the core values and benefits of the new brand, positioning Telekinesys as a brand that would resonate with corporate marketing directors rather than the print purchasing managers with whom they historically dealt.
The outcome
The review led to the definition and implementation of the revised brand concept, architecture and future development of the brand to build recognition and credibility in its new market. More significantly, the process also resulted in the new brand name of marketingunity.
Download the Marketingunity case study
Tags: designing demand, generate, Telekinesys/Marketingunity
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