| |
Home  Design
& Branding Brand
Identity Marketing
Collateral Trade'ex
|
|
|
Trade'ex
Collateral Development and Brand Strategy |
|
The
Challenge
While Trade'ex was in the final development stages with
their new products, Fathom was conducting their branding
audit. Other than a corporate symbol needing revisiting,
their brand did not exist. In preparation for the product
launches and to reintroduce themselves to their audience
and partners, Fathom was enlisted to create their corporate
and product brand. Their new image would require a solution
that would ripple throughout all their marketing collateral
as well as generate an established, solid foundation for
the future.
|
|
| Basic building components
where used as imagery to highlight the simplicity of
the Trade'ex solution. |
|
 |
| |
 |
The
entire product line followed a common "building blocks"
theme and layout,
differentiated only by color, imagery and content. |
| The
Process
The Trade'ex products were best described as modules
in a larger equation. This required us to develop core diagrams
which would easily explain the product and reveal it's relationship
to other components clearly. In an effort to further convey
the concept of simplicity and modularity, supporting imagery
would prove a great opportunity to inject tangible objects
to traditionally intangible software solutions. |
Trade'ex products
where shown
in gold to highlight, brand and
suggest value. |
|
|
| |
Early
sketches showing various approaches explaining product relationships. |
|
The
Solution
The much needed branding overhaul provided Trade'ex
with their first cohesive, tightly developed image. Substituting
the most basic of construction materials for software products
proved to be a successful solution to educate and brand
simultaneously. Both product and brand were successfully
introduced to the technology community with great presence.
Equipped with the foundation they needed, Trade'ex accelerated
their growth and refined their product line with continued
success.
One year after Fathom's contribution to their success,
privately held Trade'ex was aquired by Ariba Software for
$1.86 billion in shares. |
| |
|
|
 |
 Top
of Page |
|
