Bringing a sense of unity to a new family of brands
Canadian software giant, OpenText, had just acquired a new portfolio of brands from disparate sources, and were poised to acquire more.
With no connection between them from a visual or positioning standpoint, OpenText was having trouble defining their offerings to different markets, cross-selling, rallying internal teams, and priming themselves for a cohesive future state.
At the helm of the creative team at Gelcomm, I helped to craft a more unified family of brands.
client
OpenText, Waterloo, Canada
project type
Brand Identity & Strategy
team
Derek Heath - Creative Direction, Lead Design
Tathy Otero - Design
Chip Sheehan - Design
Ricardo Aum - Digital Direction
Existing brand logos were revisited with the aim of creating a cohesive branding system, while keeping a hint of the existing brand equity.
Through research, it was determined that customers for both Webroot and Carbonite fell into two general segments: consumer and business. For business audiences especially, there was a need to elevate the status of the individual brands within an overall trustworthy umbrella, as well as set the master OpenText brand up as a one-stop-shop. Therefore, the "OpenText Security Solutions" suite was established.
