Branding a Tech Initiative for Enterprise Adoption
At a leading sportswear retailer in Portland, OR, a critical bottleneck threatened efficiency: their outdated production support ticket management solution was slowing response times to priority issues. A multi-million dollar, multi-year initiative was launched by the technology team to replace this system, aiming to dramatically boost operational agility.
The opportunity
The challenge wasn't just deploying new tech; it was ensuring its immediate and widespread adoption. Executives needed to rapidly integrate new tools, processes, and roles across a vast organization to unlock the full value of this significant investment. Without robust engagement, the initiative risked becoming a costly underutilized asset.
How we helped
We transformed a complex technology rollout into a company-wide movement. By deeply embedding the inspiring narrative of sport, we aligned the initiative with the corporate brand's core identity, making the change feel intuitive and motivating. Our comprehensive approach included:
Designing a powerful brand architecture and strategy, including a compelling positioning, clear objectives, and resonant sport metaphors.
Developing cohesive brand guidelines, featuring a memorable logo, dynamic color palettes, engaging fonts, relevant iconography, and aspirational photo visuals.
Crafting a strategic messaging architecture, complete with a memorable initiative name, impactful taglines, and crystal-clear key messages.
Producing engaging video content, from professionally designed storyboards to branded intros/outros, compelling scripts, and motivational music.
Building a centralized digital hub—a dedicated website—to host all program information, vital materials, event details, and critical updates.
Creating high-impact digital and print awareness materials such as eye-catching posters, informative one-pagers, and desirable branded swag.
Designing persuasive executive presentations that clearly articulated the initiative's immense value, securing crucial buy-in and fostering a culture of change adoption.
Writing consistent, informative newsletters to keep stakeholders engaged and updated on program progress.
Flawlessly planning and managing corporate events to foster collaboration and excitement around the transformation.
What made a statement
Our strategy transformed a major tech upgrade into one of the most visible and well-known initiatives across the entire company. The instantly recognizable branding, simple yet powerful messages, and cohesive storytelling didn't just communicate change—they inspired it. This integrated approach was pivotal in driving a highly successful rollout and achieving unparalleled adoption rates.
