PRAXIS ENGINEERS, STRATEGIC PLANNING, REBRANDING, NAMING AND IDENTITY
Background
A software company that provides power generation management solutions for
coal-burning utilities wanted to increase their visibility, generate sales,
and attract possible buyers. With a lackluster overall identity, and acronyms
for product names, they were seeking a more dynamic marketing strategy.
Solution
After conducting a comprehensive brand assessment, KC performed a complete
brand overhaul. During a strategic positioning and messaging workshop with
their principals, we developed recommendations for their marketing communications
program. We then created a sophisticated mark using classic tones and shapes,
and parlayed this identity into an attractive business system, along with
specific identity-use guidelines. We gave their products new, more memorable,
names and identities, blending each with the overall concept. We also
produced a dynamic and informative Web site, product collateral, an
attractive array of premiums and give-aways, and, working with Blue Marlin
Partners, we developed their media relations program.
Results
Our client reports that employee morale has increased as a direct result of
our work, and that the premiums are enhancing their relationship-based
selling process. The new strategy and identity led to impressive media
coverage, and positioned Praxis Engineers for successful acquisition by GE
Power Systems.