Do you contemplate how the London Underground maintains its trains, stations, and tracks, or how PG&E knows that a specific transformer on a single pole is performing at only 80% of capacity? Or how the ninth largest water utility in the world manages the who-what-and-wheres of their field staff?
Yeah, so did we. And then we were introduced to Ventyx – a software solutions company that manages and maintains the systems that make our society possible. Along with our former client Mincom, Ventyx was recently brought into the ABB family, and needed a brand refresh to reflect the expanded capabilities of the newly merged company.
And so, they came to us to help them define what the new Ventyx meant, looked like, and stood for. Our work centered on a new website, but extended to a logo evolution and voice and style guidelines for the brand as a whole.
Here’s a quick rundown of how we reimagined an enterprise software company:
• First, we conducted global research to validate the most important brand and purchase drivers of key audience segments. We then articulated their new positioning as a solution partner for the world’s essential industries, and defined personality traits that accommodated the two former companies’ culture and offerings.
• Once we established the new brand positioning we designed a strong new logo that evolved from the company’s roots, reorganized the website, and developed easy-to-follow tone and voice guidelines for all marketing copy.
• Finally, we wrote engaging web copy, choose photos and established photographic guidelines that reflected the new-but-still-powerful global brand.
So head on over to ventyx.com to see how interesting enterprise solutions can be. We think you’ll be surprised and intrigued. We sure were.