Looking Like A Hundred Million Bucks

DesignAdvance, a Carnegie Mellon University technology software spin off company, had a groundbreaking product, terrific people and a surefire solution for major clients across the nation and around the world.

They had only one problem – they needed to present a seasoned, experienced face to the market.

“Our exit strategy is to sell this company someday for $100 million,” said Randy Eager, DesignAdvance CEO.  “We charged ClearBrands with the task of developing a brand identity and positioning strategy for us that would make us look like a $100 million company at our launch at a national convention.”

By taking the time to define a go to market strategy first, then designing a new identity and delivering a marketing plan, ClearBrands met the challenge – and, even better, had its success validated at the company’s launch by a third-party end user.

“One of our key prospective customers who’s the leader in our product industry visited our booth and said, ‘If I hadn’t already known who you are, I would have thought you’d been around for 10 years.  I’ve never seen a company launch more professionally,” recalled Eager. “They’re now a major customer and strategic partner to our business”.

In addition to designing the new corporate and product identities, ClearBrands assisted DesignAdvance in the development, coordination and management of a cohesive brand marketing system that included product literature, company web site, email marketing, print advertising, direct mail, and a custom trade show exhibit among others.