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case studies Growing the Brainware Brand Web-based Interface Design

Growing the Brainware Brand

Brainware is a global software company. Their automated document management platform is used daily by serious organizations. Customers like Airbus, Alcon, Alltel, Amgen, BB&T, Continental Airlines, CORT, JohnsonDiversey, Kimberly-Clark and Newell Rubbermaid. These companies may process millions of documents each month and Brainware helps them make sense (and build value) from the virtual heap of unstructured corporate data. I help the bright and capable Brainware marketing team build up their brand using imagination, compelling images and telling words. Primarily product marketing, with some general corporate branding, I regularly deliver fully functional web pages, email and landing page templates, tradeshow booths, advertising and other marketing communications materials.

Works well independently and with others For each redesign I created an expandable framework. Website, emails, booth panels and data sheets alike, I usually do the first set of final files and Brainware updates content like news, events and careers. They maintain it and I am a resource to create the personality and develop rapidly when specific enhancements (like new "home page ads") are needed.

Creative direction, clever headlines, art direction, design and layout | View the site

Full-page ad for pre-show and at-show publications | Print ad

Booth designs from tabletop to 40x40 Island | Pop-up Panel

Pre-show and at-show promotion | Postcard | Table sign

Templates designed by me and used by many | Emails and Landing Pages

social media and other CSS opportunities Hosted services are a business reality. They are a great idea, professionals to maintain the servers and you just weave your brand into their CSS. So many of them (Blogspot, Twitter, You Tube, Facebook, LinkedIn, Go-To-Meeting and even the random chat modules in hosted support software) allow select profile images. It is design in a box, but don't let different tools and varied limitations for each social network get in the way of looking like part of the family.

Business social | Blog | Twitter | YouTube | Facebook

An application interface is a highly visible part of the brand Third-party services, CSS consistency

brands evolve over time The data sheets were the transition piece from one look to another. The brand needed a refresh while still fitting in with boxes of materials, recently printed booth panels and published ads. They lead the way from years of gears by introducing the vortex as the new star element for the brand. The vortex and gear are not logos, they are key elements used consistently in most materials to aid with brand recognition and recall. Their impact and usefulness is similar to color. The vortex visually references the unstructured flow of information over networks with Brainware often positioned as the convergence or processing point. The gear played a dual roll representing both a vital piece in a larger process as well as the discovery of tangible value.

The print campaign evolves from concept and style...

Direct marketing and carefully placed ads | Postcards | Pubs

Download, handout and leave behind | Product Sheets | Pocket Folder

The same in any language | French | German | Korean

Direct marketing | Postcards | Emails

Rent a booth overseas and ship files, not crates

off the grid All creative does not have to look like the data sheets or need the logo as the biggest thing on the page. The brand will not fall apart if it is occasionally hardened, soften or twisted to fit the situation. Brands should breathe and live in the moment too. Holiday cards and "industry" newsletters can be true to the brand but introduce other key elements to tell the story. This is wearing a hat, not getting a tat.

Festive emails and Flash landing pages | Happy New Year | Happy Holidays

Industry expert eNewsletter templates | Process | Technology

this case study has ended but branding for Brainware continues. Stay tuned...

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