What was the situation?
In 2018, private investment company Platinum Equity acquired Document Messaging Technologies, a division of Pitney Bowes, a global leader in technology.
Platinum Equity charged Oden with completely reshaping the brand. And as with most acquisitions, they needed everything, and they needed it fast.
“Once an acquisition is complete, the clock is ticking,” said Bret Terwilleger, Principal/Chief Creative Officer at Oden. “The client needs to announce the purchase, and the more branding can be complete when that happens, the better. We understand that urgency and work hard to accommodate it.”
How did Oden help?
Platinum Equity wanted a new name for the company but also wanted to tie back to its Pitney Bowes heritage, which had always been marked by the color blue. After settling on the name “BlueCrest,” we designed a logo that incorporated a wave. This not only aligns with the company name, but also represents the evolution of the company and how they’re moving forward with power, speed, and fluidity.
Then we were off to the races. We got to work crafting an overall design strategy that we could then apply to the numerous materials they needed for launch. This included a brand style guide, website, stationery, ad templates, brochures, white papers, videos, a tradeshow booth, case studies—you name it.
“From competitive research, we knew that many competitors used blue in their identities, but all within a mixed color palette,” said Terwilleger. “We needed to own blue to differentiate BlueCrest.”
With that in mind, Senior Design Director Spencer King created a full identity system that featured not just a little blue, but full-on blue. A key element was an ocean-depths background—a gradation of blue—that we executed in numerous ways. This unifying element created a bold and cohesive look across the wide range of materials and applications we created.
The identity system also included templates for their internal design team to use. We worked closely with that team to ensure that everything we created would not only work seamlessly with their internal resources and processes, but also best serve their needs.
What were the results?
One of the first large-scale executions was a tradeshow booth. The bold blue makes a big impression, and the client was unsure how it would be received. Turns out it was a huge hit, and the client was overjoyed. Not only with the tradeshow booth, but with the overall look. It’s fresh, clean, contemporary—and versatile.
“Some identities look great in one application, but they don’t always translate to video or other channels,” said Terwilleger. “Every piece we created hangs together so well. It’ll definitely serve them for a long time to come.”