Rebranding a leader in video production software

NewBlue engaged us to lead a full rebrand of their live broadcast and post-production video software company, and to design new materials to support ongoing marketing. The brand was growing, but their branding was not conveying their position as an innovative and visionary category leader.

Services Provided: Brand Strategy, Brand Identity, Collateral Design, Digital Design

We began with an insight phase, auditing existing marketing, interviewing company leaders, analyzing competitors, and researching audiences. We used our findings to develop a brand strategy that leveraged NewBlue’s strengths and provided a foundation for the refreshed branding and identity system. We wrote internal and external facing copy, including the new tagline, “Time to Shine”.

Part of the challenge was complexity. NewBlue sells to live broadcast networks, colleges and athletic conferences, streaming content providers, independent video editors and producers, and others. And they have strategic partnerships with industry leaders in software, hardware, and media distribution. A flexible brand and product identity system was needed. Our job was to use clarity and logic to create branding for use across audience and product segments.

We worked in phases, first developing the core brand elements, visual guidelines, and templates that enabled our team and the internal NewBlue marketing team to create consistent materials. We supported the talented digital agency Sessionwise  as they developed the new website based on our UX and UI direction.

We created a logo system that uses color to indicate product category, and an icon family that helps to systematize the product lines. We developed a photo style approach that could be applied quickly with stock or custom imagery. We delivered templates for tech sheets, case studies, internal communications, postcards, and more – empowering the NewBlue marketing team with the tools needed for ongoing promotions.

Online deliverables included site architecture (user experience) design, as well as user interface design for the NewBlue corporate website, product-specific landing pages, digital display ads, social media examples, and email marketing templates. We also designed logo animations, title treatments, bumpers, and transitions for video marketing needs.

The resulting work is on-target and well loved. For the first time in years NewBlue has confidence in the visual and verbal expression of their brand. Their operations and sales teams continue to leverage the materials we created, finding them easy to use and effective, freeing NewBlue to focus more time on their customers, and the software innovation they are known for.

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