“Prior to working with Tanya and Miss Details Design I had never led an existing business through a name change and re-branding initiative. In fact, I had never engaged a marketing and design firm to assist with branding and marketing assistance for either of my businesses before.
The results of our engagement with Tanya and Miss Details Design exceeded my expectations. The relationship, communication, pre-planning, design development and deliverables realized from the process resulted in a brand transformation that we never would have come close to accomplishing without Tanya and her firm. Miss Details Design has their name forever associated with Adopt Technologies and they have earned our loyalty along with it. Tanya will be on my team for any future projects within the scope of services provided by Miss Details Design.”
Principal, Adopt Technologies
HOW ONE REBRAND LED TO MILLIONS IN REVENUE
Adopt Technologies hosts and manages its customers’ entire IT infrastructure so they can eliminate their servers and access their work files anywhere, on any device.
When Brett Helgeson purchased this IT solutions company, he decided to hone in on serving specific niches and audiences. Instead of traditional IT services, they would shift to cloud computing. Instead of any type of business, they would focus on serving construction and accounting firms.
Subsequently, the company’s branding and marketing materials needed to shift and focus too. Over the years, they had made ad-hoc changes to their branding and developed sales collateral on the fly. Brett and his team needed help re-establishing consistency and creating a coherent, memorable brand that would attract new business while maintaining their existing customer base.
We believe a strong external brand starts within, so our team began by interviewing employees and customers to learn what they feel makes the company so special. We uncovered invaluable insights during this process, such as the fact that the firm’s target market is not made up of businesses that already embrace the cloud, but rather, those that have not yet made the switch.
With these interview findings in mind, Miss Details explored new company names and taglines that would convey not only what the company does, but also why they do it. The final selections were:
EMBRACE EFFICIENCY. ADOPT CLOUD COMPUTING.
This simple name and tagline communicate that the firm helps businesses increase their efficiency by adopting new technologies. The name also gives Adopt Technologies flexibility to evolve their services in the future without having to rename the company. In addition, Brett felt a special connection with the name, as he and his wife have adopted three children who are the motivation behind their work.
Miss Details extended these deeper meanings to the visual brand design. Adopt Technologies’ new logo reinforces the benefits of the cloud: being able to work in many “spots” or locations, increased agility, and speed. The three circles also represent Brett’s three children, adding a personal touch that their family-oriented company connects with.
Finally, Miss Details audited the company’s online presence and printed materials, redesigned assets and marketing materials so everything is updated and consistent, and provided a communication strategy to ensure a smooth rollout.
Adopt Technologies’ rebrand helped the company start a new chapter and grow from a small business to a market leader. Their revenues have increased 10x, and they are now one of the most sought-after IT solutions providers in Arizona. They have updated the tagline to “Giant IT power. gentle care for our customers” and the brand image and foundation has held strong. Miss Details continues to work with Adopt Technologies to expand their marketing library with professional, engaging collateral that will help the team continue this impressive growth.