Case Study

Ignition - Branding

Problem: Ignition, an IT outsourcing firm based out of Bermuda, Cayman, Halifax and Atlanta, advertised and marketed in a number of areas, including print (local and overseas), TV, a light box at the Bermuda airport, and sponsorship of various events. Ignition tried to stay visually active in the media, but their brand had become diluted. A local Cayman agency was putting together advertisements for the Cayman market that were totally different to the ones running in Bermuda; an Ignition feature on ecommerce was running on a local Bermuda business channel that was not reaching target markets (insurance, re insurance market, law firms and government). The budget was not being well spent and was proving ineffective.

Solution: emedia pulled all of Ignition’s print collateral and advertising for review. It was decided that the look and feel had to be standardized and branded. We utilized their corporate logo and colour, creating a prominent red strip with the Ignition arrow down the side of the advertisements. We set up standards for how the address details should be displayed. The result was a strong corporate look that stands out. We have used this branding on testimonials, line cards, folders and business cards. The overall budget was revisited, and placement of advertising was streamlined. All overseas advertising is now produced by emedia.

Outcome: The brand is now one of consistency. Marketing and print collateral have been finessed and fine tuned resulting in a cost effective advertising plan.