This was a classic case of a great product backed by ineffective marketing and virtually no branding. Despite the fact, SystemSmith had still managed to enjoy a great degree of success based solely on the features and stability of their task management software. But as digital marketing, pay-per-click advertising and social media grew, they watched their market share dwindle to competitors who offered a subpar product but did so with superior brand strategy. They knew something had to change, they just didn’t know where to start or where to turn.
I teamed with CrowdFavorite to create an all new brand experience and digital presence. We rebranded SystemSmith and conducted a naming exercise for their flagship software, which at the time was know as RAMware.
ROLE: Creative Direction / Copywriting / Branding / Interactive