



Situation: An Evolving Company Was Held Back By Its Outdated Name and Brand Identity
A highly regarded systems integrator that had been expanding its range of products and services found that its outdated name and branding were holding back customer perceptions of its capabilities. What once seemed cutting edge no longer resonated with the realities of digital transformation in today’s manufacturing environments.
Seeking a complete brand overhaul, ACC and private equity firm Sverica Capital chose Windmill Strategy to assist with a new name and branding, in conjunction with a new website, to complete ACC’s transformation into a digital solutions provider.
Solution: Interviews and Intensive Design and Messaging Work Reframe the Brand and Create the Foundation for a Modern Website
To begin the process of strategically developing a name, branding, and messaging that would be incorporated into a modern and engaging website, Windmill conducted interviews with the client’s leadership and subject matter experts to get a holistic view of the business in both its current and future states, define the ideal customer, and help understand how new branding could highlight the expanded services and industry reach. The company’s identity had to make the leap from “just” a systems integrator to a technology company.
After reaching alignment on an overall design approach, we started on full logo designs. Additional moodboarding exercises within the logo design process demonstrated how the logo could fit within web styles and visual brand components we envisioned. Putting the logo work in context with potential website styles and collateral was beneficial to the overall process, helping to generate excitement about the logo. This helped to keep the project moving along through rounds of feedback, and the website design followed soon thereafter.
Envisioned as the hub of marketing and sales efforts and a platform for reaching ideal customers—generally higher-level decision makers with the power to drive enterprise-wide solutions—the new website puts the desired industry segments front and center: Life Sciences, Food and Beverage, and Critical Infrastructure (water and renewable energy). Integration of the website’s form with the client’s Zoho CRM was an important piece of the development process.
Core brand messaging developed during the extensive interviewing and planning process laid the foundation for website content and copywriting.
Finally, in addition to the website, Windmill created templates for marketing materials to allow internal marketing employees at InflexionPoint to edit and create new versions of the raw InDesign files whenever needed.
Services Utilized
- Branding & Visual Design
- Client Training
- Copywriting
- Digital Marketing
- Logo Refresh
- Marketing Automation, CRM & Sales Enablement
- Messaging & Positioning
- Moodboards
- SEO
- UX Consulting
- Web Design & Development
Project Information
Client:
InflexionPoint
Location:
3535 Route 66, Tinton, New Jersey 07753
Date:
February 27, 2021
Website:
https://inflexionpoint.ai/