Challenge
Optimas is a “parts” manufacturer and distributor. They spun off from their parent company and invested in a completely new brand. While the logo “worked,” the visuals were highly conceptual and the copy was extremely heavy. It was very difficult for customers and prospects to understand what they did, what the benefits were and why their customers should care.
Solution
After a thorough brand audit and customer interviews, we developed a new brand platform, new positioning, messaging and new creative. We then tested the creative concepts in blind surveys with both customers and prospects. The results were overwhelmingly positive for several. But the strongest was the “parts” concept that made up the Optimas customer products. Below are the concepts tested with results for each. Concept test results were 92% positive for concepts A and B. The final campaign became a blend—visuals from both A and B but key messaging from B. While “The Right Fit” tested positive with a score of 83%, the visuals were slightly too conceptual for the audience. They loved seeing the parts, especially in a format that related to their industry. Website The website was designed to reflect the research feedback—a simple UI/UX, easy to navigate and customer friendly. Once the brand was launched, metrics showed users stayed on the site longer and clicked around more to see what the visuals were in each section. This stickiness led to increased customer interest and engagement. Brand Guidelines Brand Guidelines were developed to ensure consistent application of the brand globally. This gave them an economical way to produce and prepare digital and print materials in all geographic markets and industries. Marketing Collateral A series of case studies, spec sheets, product sheets and more were developed and ready for launch day to ensure a unified customer experience.
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