Client: Vio Worldwide

Project: Brand repositioning

Objective: To reposition the company from a file transfer business to a web based application service provider

Audience: Graphic arts industry worldwide including different technologies and channels

Issues: The business was moving from being just a company facilitating large digital file transfer to a web based provider of integrated software solutions for the graphic arts workflow. The solutions were complex and leading edge but also high value and consequently diffcult to communicate and sell.

Involvement: Worked with the client’s sales & marketing teams (incl. directors of both) to establish a clear positioning for the new brand and the associated product portfolio.
Created a sales massaging document that clarified the brand posioning and the customer benefit proposition for the product portfolio. Worked with the agency’s creative team on the development of the creative concept - based on the use of internet style icons for each solution area and each different sector of the industry. Created key headlines and straplines to support the concept. Wrote all copy for the new suite of products and corporate literature, as well as sales force laptop presentations, web site and corporate press releases.

Outcome: Company successfuly repositioned itself and improved the clarity of its message.

Vio’s customers now include The Daly Telegraph Group, Wyndeham Press, Trinity Mirror group, EMAP, Associated Newspapers and Saatchi & Saatchi