Branding a Tech Initiative for Enterprise Adoption
At a leading global sportswear retailer in Portland, OR, a critical, persistent bottleneck severely hampered operational efficiency: their antiquated production support ticket management solution was drastically slowing response times to urgent priority issues. In response, the technology team launched a multi-million dollar, multi-year, mission-critical initiative to completely replace this system, aiming for a dramatic, organizational-wide boost in operational agility.
The Opportunity
The challenge extended far beyond mere technology deployment; the true hurdle was guaranteeing its immediate, enthusiastic, and widespread adoption. Executive leadership needed a strategy to rapidly integrate new tools, complex processes, and evolving roles across a vast, globally distributed organization to unlock the full, multi-million dollar value of this significant investment. Without robust, inspired engagement, the initiative was at severe risk of becoming a costly, underutilized asset.
What We Delivered
We completely transformed a complex, technical rollout into a company-wide movement. By deeply embedding the inspiring narrative and emotional power of sport and performance—the corporate brand's core identity—we aligned the initiative with the company's DNA, making the change feel intuitive, motivating, and aspirational. Our comprehensive approach included:
Designed a High-Impact Brand Architecture: We created a powerful brand strategy that included a compelling positioning, clear strategic objectives, and resonant, action-oriented sport metaphors.
Developed Cohesive Brand Guidelines: We established comprehensive guidelines featuring a memorable, dynamic logo, a distinctive color palette, engaging fonts, relevant iconography, and aspirational photo visuals.
Crafted a Strategic Messaging Architecture: We built a messaging framework complete with a memorable, high-energy initiative name, impactful taglines, and crystal-clear, actionable key messages.
Produced Engaging Multimedia Content: We generated powerful video content, from professionally designed storyboards to branded intros/outros, compelling scripts, and motivational, score-setting music.
Built a Centralized Digital Command Center: We created a dedicated, branded website—a digital hub—to centralize all program information, vital educational materials, event details, and critical updates.
Created High-Impact Awareness Materials: We produced high-quality digital and print assets, including eye-catching posters, informative one-pagers, and highly desirable, exclusive branded swag.
Designed Persuasive Executive Communications: We crafted executive presentations that clearly and convincingly articulated the initiative's immense strategic and financial value, securing crucial senior buy-in and fostering a culture primed for change adoption.
Wrote Consistent, High-Frequency Updates: We authored and distributed consistent, informative newsletters to keep all stakeholders engaged, updated, and connected to the program's vital progress.
Flawlessly Managed Corporate Events: We expertly planned and managed high-profile corporate events designed to foster collaboration, build excitement, and create shared ownership around the strategic transformation.
What Made a Statement
Our strategy successfully transformed a major technical upgrade into one of the most visible, best-understood, and highly-anticipated initiatives across the entire global company. The instantly recognizable, high-performance branding, simple yet powerful messages, and cohesive storytelling didn't just communicate the need for change—they actively inspired and motivated its adoption. This integrated, high-touch approach was pivotal in driving a highly successful rollout and achieving unparalleled, accelerated adoption rates.
