Spanning by EMC
rebrand for acquisition
The ask: Transcend the product feature battle in the SaaS backup industry and establish brand identity and messaging that truly compels enterprise app users.
The answer: Start with research. Through extensive internal and external research that pinpointed Spanning's brand values, archetype, product strengths and weaknesses, and market whitespace, a mature and strategic brand was born. It appealed to the human side of data administration, rising above undercutting sales tactics that dominated the industry at the time.
The new look and feel also brought the startup into the big leagues, preparing for an acquisition by tech giant EMC.
Identity design by: Creative Tonic
Research, strategy, copywriting, project management by: Andrea Lindzey