FoxStudy 2 – Relaunching a Brand

Case Study 2:  Relaunching a brand

Brand: Lighthouse
Project: Company rebrand from Customer Management Technologies (CMT) to Lighthouse,  November 2010

quickbrownfox involvement: Kym Vercoe was the Marketing Director responsible for brand workshop, company brand proposition, logo development, company positioning and website development.

from old  

to new

Objective
To rebrand the company Customer Management Technologies to a name that would provide the opportunity for better brand recognition and recollection and reposition the company to their rightful position as a premium service provider to the government sector. As an acronym, CMT had little brand awareness and loyalty. Our job was to rebrand, relaunch and rebuild the company to its rightful position as a leading provider of software to the (primarily) government market, without losing the approachable nature that is so integral to the current brand offer. Our job was to create a brand the target market could not only connect and engage with but feel confident that the service and product supplied would be of the standard they expected. We did our job.

Strategy
Restructure the brand architecture across the product range to strategically reposition the brand. Create a better emotional connection with the key target market (government management) through both the brand name and product offer. Create a new logo that represents their position in the market and provides the opportunity to better connect with the target market.

Gain acceptance and endorsement from industry professionals through a dedicated marketing plan we devised for them.

Creative
New brand name and logo design created through comprehensive workshop which helped identify their core values, visual language and tone of voice.
New website www.lighthousehq.com.au
New collateral materials completely repositioning the company as a high-quality supplier

What the client has to say
“Kym from quickbrownfox did a great job with our corporate rebranding – particularly given the tight timeframes. Her passion and expertise were exactly what we needed to get ourselves back on course. Thanks Kym, a fantastic result!”
Mark Clearwater, General Manager, Lighthouse