Nationwide expansion necessitated a name change for TelePacific to TPx Communications — an offshoot of inheriting two strong product brands (UCx and ITx). As the main component of a 3-letter brand, the exponential “X” seemed like the natural visual mnemonic for the new entity. So it was the focal point of initial channel, advertising and internal communications with executions as trade show teasers, online banners, and office posters.
The Blue Dot Network was a web dev and content provider for radio stations and their media groups. Leveraging some of the pioneers in the industry, the network created the framework and format-specific content for radio audiences. The blue “bindi” element in the ads made sure that the Blue Dot Network branding stayed front and center.
ESET security software wanted to build off its worldwide “Do More” campaign for a U.S. promo theme. The positioning was based on the fact that ESET saved IT departments considerable time due to inherent efficiencies in its product. We coined the term “Twilight Savings Time” to accentuate what those 9-to-5 efficiencies could mean in terms of 5-to-9 lifestyle benefits. These landing page and social media executions (click image for other examples) drove home the concept in a crystal clear manner.
Solicam was a relatively new herbicide used on almonds, grapes and other high value crops in California’s Central Valley. But existing products had already carved out strong positions in its category. We discovered that Solicam was the most efficacious of all its competitors on the region’s most noxious weed, nutsedge. The Sedgehammer positioning enable the product to breakthrough the logjam. Since the state’s 500-odd PCAs controlled the “prescription” of commercial ag chemicals, we focused efforts on that leveraged target with impactful directed marketing of small sledgehammers. Because Solicam efficacy increased in years two and three, we followed up with larger hammers in subsequent years.