Simple :) Clever ;)
As the UK’s leading supplier of text messaging services to the education, medical and business sectors, txttools® offered an online SMS text message application that allows messages to be securely sent and received from a desktop computer to large groups or single mobile phones.
Having experienced rapid growth over the last few years, txttools® needed to inject some gravitas to their brand communications to take their business to the next level, stimulate further growth and ensure the manifestation of the txttools® brand matched up to the quality of products and services they were delivering.
The core txttools® product is modular, allowing customers to ‘bolt-on’ extras for added functionality, which made selling the product difficult as it is a truly bespoke system for some clients. The sales team was struggling to fully illustrate how the product could benefit customers, as there was so much to offer.
A process of product education, research and insights led The Engine Room to redesign the brand identity. The elements of the previous brand were refreshed to carry existing equity forward and to create a brand proposition that was articulated as ‘simple and clever’.
The easy-to-use values of txttools® were perfectly reflected in the brand and its cutting-edge technology. We also formulated the ‘wheel of fortune’; a simple graphic device that illustrated exactly what txttools® could do, with the added use of a unique selling tool in presentations and meetings.
- The new identity immediately got txttools® noticed. In the first 12 months after brand launch a revitalised sales team armed with client-centred tools helped to add almost £1m of additional turnover through improved sales conversions.
- Improved brand awareness was a major in the company being acquired by US educational company Blackboard Inc at the end of 2010 and is now part of Blackboard Connectxt.
- The brand was instrumental in positioning the business favourably within the market, raising awareness of the technology and capabilities within the company.
“The rebranding process has been a pretty exciting journey, we know we have great applications and a great proposition, we just weren't conveying that message as clearly as we could have. The Engine Room came in and did a very thorough job of deconstructing our current, somewhat conflicting, messages. They spoke to our team, customers and even competitors. They have done a fantastic job of repositioning our business with a clever mix of design and good old-fashioned logic."Steve McCann, MD