Relaunch and reinvigorate the company brand from CMT to Lighthouse
reinvigorating a company in the IT space through insightful rebrand
Project: Marketing specialist responsible for brand workshop, company brand proposition, logo development, company positioning. collateral, marketing plans and website development.
CMT were selling software into government departments but not getting a lot of traction against some of the larger, more entrenched companies. Something needed to change. Through a comprehensive brand workshop, we uncovered insights leading to a more emotionally engaging brand and the development of a branded product portfolio, allowing them to charge a premium and build their client base.
Rebranding to Lighthouse, we were able to build a strong brand story that resonated with the IT market, and go on to develop a product portfolio including packaging and collateral. See more of the work we created here.
To rebrand the company Customer Management Technologies to a name that would provide the opportunity for better brand recognition and recollection.
As an acronym, CMT had little brand awareness and loyalty. Our job was to rebrand, relaunch and rebuild the company to its rightful position as a leading provider of software to the (primarily) government market, without losing the approachable nature that is so integral to the current brand offer.
Our job was to create a brand 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.
Restructure the brand architecture across the product range to strategically reposition the brand. Create a better emotional connection with the key target market (government management) through both the brand name and product offer.
Create a new logo that represents their position in the market and provides the opportunity to better connect with the target market, connecting with a strong brand story.
Gain acceptance and endorsement from industry professionals through a dedicated marketing plan we devised for them including a direct mail campaign, sales strategy and release of a motion graphic to aide the sales team in customer presentations.
New brand name and logo design created through comprehensive workshop which helped identify their core values, visual language and tone of voice.
New website and new collateral materials completely repositioning the company as a high-quality supplier including a motion graphic visually explaining the product. Click this link to view the animation > Navigate by Lighthouse
Two major new clients signed up as a direct result of the branding and marketing work we implemented – and one very happy customer.