The solution was to take create a strong unified brand for the parent company which was to be the dominant brand. This was to be conveyed through a completely new approach to the visual identity of the company and its portfolio of products. We used a strong visual approach to the logo, making it more contemporary and focused.
We take the view that branding is not about creating a pretty design and leaving it at that. We don’t even start with the design at all. We question the client about their business, their clients, what they want to sell, what people buy, what people think they are buying and most importantly of all what they want their client to tell others about them. This forms the desired brand values, i.e. the feeling they want other people to have about them.
The solution was based around providing high level analysis and consultancy for the most effect way of implementing a CMS and in particular the Ektron CMS 400.
We focused upon SEO (search engine optimisation) as this can provide the greatest marketing value to a website. The first stage was to identify key phrases their target