The Challenge
This Internet-based Information Intelligence provider had been leveraging a brand identity that was not adapting to their growth or addressing new marketing goals. They were using an approach that was not effective and a branding solution that was inflexible as new materials became necessary. A successful solution would allow the design to be easily applied to unforeseen marketing materials as well as convey messaging consistent with their new products and vision.

The nQuire product worked, looked and felt different to each customer.Therefore, it was evident that we needed a solution that was consistent yet appeared tailor made for each recipient, regardless of their industry. It would require an approach that addressed a variety of clients with varying needs.

The Process
Our branding team set out to develop a new line of marketing support materials starting with print collateral. We reviewed options that were simple in appearance, easily recognizeable by different audiences and tightly related to their products.

We researched imagery that would be flexible to use as background texture, but strong enough to show as foreground imagery. Our studies found that abstract photography of blueprints and schematics produced the results we needed. In addition, the engineering documents had an added connection to their product: simple on the surface yet built using complex technologies.

The color palette consisted of lively earth tones used to differentiate various pieces. It produced an unintimidating, approachable mood across brochures. The left vertical arc provided a foundation for supporting design elements. It also became the design feature consistent on all pieces, and the characteristic differentiating each brochure. Serif fonts were combined with sans serif fonts to provide additional messaging supporting creating the simple sophistication desired.

The Solution
The addition of schematical drawings produced a positive emotional response from all audiences. Customers interpreted the imagery to suit their industry, giving the impression that each brochure was industry or customer specific. The success of the new branding identity rippled throughout all nQuire marketing materials and was particularly successful on the web site and tradeshow booth.

One year from Fathom's involvement with nQuire, Seibel Systems, the world's leading supplier of eBusiness applications software, acquired nQuire.