FoxStudy 1 – Repositioning a Brand

Case Study 1:  Repositioning a brand

Brand: Intersystems
Project: Relaunch the Intersystems brand for Asia Pacific,  July 2011

quickbrownfox involvement: Kym Vercoe was the Marketing Director responsible for brand workshop, company brand proposition, logo development, company positioning, overseeing website development and soon to be redeveloped product portfolio including brand architecture and product packaging.

from old

to new

Objective

To relaunch the company Intersystems in the Asia Pacific region due to a change in corporate ownership. Create an approachable yet still highly professional image that repositions the brand as modern, market-leading and cutting-edge.  Our job was to rework the brand architecture to allow for future product development,  relaunch the company via new logo and new positioning to separate it from the USA based brand, without losing the brand equity already gained in this region. Our job was to create a logo, tagline and proposition that 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.

Strategy
Restructure the brand architecture across the product range to strategically reposition the brand. Create a better emotional connection with the key target market  through both the new logo and the new tagline we created. Design a new logo that represents their position in the market and provides the opportunity to better position them as an approachable yet market leading supplier in this technology.

Gain acceptance and endorsement from industry professionals through a dedicated marketing plan (soon to be implemented).

Creative
New logo design, stationery and collateral materials created through comprehensive workshop which helped identify their core values, visual language and tone of voice, resulting in a clear brand architecture to take them forward.
Marketing strategy (including new product packaging) to be rolled out during 2011/12
New website launched July 2011 www.inter-systems.com
Animated corporate brochure scripted, developed and launched Nov 2011 Cumulus Genius – Intersystems Ingenious by Design

What the client has to say
“I cannot recommend her highly enough. She is an articulate, seasoned professional that knows her stuff, has a dogged attention to detail, is well connected, current, passionate and meets deadlines. Our customers tell us the new work is outstanding and right on the money.” Bruce Allen, Managing Director, Intersystems