Making Waves With a New Brand Identity
Challenge
Magnolia River is a leading provider of engineering, inspection and GIS solutions for utility infrastructure and operations. Over the years, the Southeast-based professional service brand developed several software solutions to help its clients, and in 2018 it was ready to offer the now-robust applications as standalone tools. So, Magnolia River turned to ARPR to help brand and formalize its technology division.
Solution
ARPR began the engagement with a messaging session to explore Magnolia River’s buyer personas, business objectives and voice/tone, as well as the value propositions of each of its software applications. Following the messaging session, ARPR led the branding process, ultimately landing on GeoCurrent as the name of the technology division. The brand name paid homage to the company (current/river) while embodying the forward-looking, digital-first identity. Then, ARPR developed a brand architecture and named each product in the software division’s portfolio. A color palette and logos were subsequently designed, all of which complemented the company’s brand identity. Meanwhile, the team’s content creators developed a corporate messaging portfolio, which included product descriptions. From there, ARPR oversaw the creation of a variety of digital marketing assets, ranging from a new website, web copy, SEO keywords, one-sheeters, social media profiles, blogs and a press releas
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