Transforming Your Digital Brand
From Conceptual to Environmental
As a startup tech company, Vertica stretched its legs into the corporate arena when it was integrated into Hewett Packard as the answer to their small marketshare holdings in the software space.
Vertica had a culture within its doors, and they were not about to let go of that mindset or innovative data influencer brand, even with a big brand moving in. Engage was asked to deliver a brand tie-in that would integrate the big brand compliance priorities without losing the company’s startup messaging.
The problem: Merge the big brand of HP into the innovative, startup mentality of Vertica, the up-and-comer and major data player.
The Solution: Create a launch event, inviting both current customers and new prospects, to reveal the new brand development. Develop a visual look for the HP |Vertica brand that would appease the big corporate compliance folks while still positioning the original innovative data strategies that Vertica was on the rise for the larger data software brands.
At the launch party, we played a video production of the messaging for the entry area of the company. Another video production of the visual idea of this very intangible and robust big data engine product was shown. The large scale graphics were positioned on the wall in the main gathering area, and the removable, customizable logo placed on the wall in the entryway. New branded metallic signage was displayed at the reception area.
The Result: The internal team loved the outcome, but more importantly the visual design and concepts opened up the big data playing field into a more immediate, understandable structure of what this product could do for its prospects’/clients’ needs.
The client felt the entire brand re-positioning was a success, and more importantly that their audience could identify with the messaging, in turn giving more opportunity to increase company sales.