Brand Integration Strategy & Implementation
Project Summary
After T2 Systems acquired United Public Safety (UPsafety), the companies required a strategic plan for integrating the brands and rolling out a new identity to represent a shared mission, vision, and values.
The Challenge
Before UPsafety was acquired by T2 Systems, it was a small business for a niche market that grew into an increasingly known East Coast technology solutions company over the course of 4 short years. Despite its name, the business advanced its brand awareness through effective marketing campaigns and word-of-mouth recommendations, resulting in the rise of its brand equity.
Taking this into consideration, T2 was unsure how it wanted to integrate and position UPsafety following the acquisition. As a new recruit of the Marketing team, and the only member with a background in Brand Strategy, I was challenged with creating a brand integration and implementation plan, and managing its execution with few resources available. To meet an ambitious timeline, I owned a majority of the tactical work necessary to implement a successful strategy.
The Solution
My plan explored different brand architecture frameworks that could be applied to UPsafety and the potential impact each approach would have on the brands — ultimately bringing to light how each architecture would best support T2’s business goals, and how that could be carried out.
Working across teams and with T2 senior management, we determined together that — for the short-term — a House of Brands approach would be less confusing and concerning to current and prospective customers, and cause less disruption to the business.
My strategy with this approach was to position UPsafety as a T2 Systems Company — along with a new, complementary visual identity — that would enhance T2’s brand value and assure customers they could continue to expect the same level of service (and more). Since synergies in missions, visions, and values previously existed between UPsafety and T2, my plan to align and evolve the companies’ brand promise and personality was not extensive.
The Visual Identity
After I created and proposed different concepts for a new visual identity, we agreed on one that truly captured the combination and spirit of the organization and gave a fun nod to a signature piece of the old UPsafety identity.
Integrating T2’s brand fonts and color palette into the UPsafety identity reflected the companies’ alignment — and using the shortened “UPsafety” wordmark along with its tagged relationship with T2 conveyed the simplicity, informality, approachability and strength of its company, people, and products. The star that UPsafety customers previously associated the company with was carried through in the T2 style.
The Brand Guidelines
I developed a comprehensive guide that defined the correct use of the new brand to share with employees, agencies, and vendors to create consistency in its representation. To go along with the guidelines, I created an online, internal “UPsafety Brand Spot” for access to all logo file types including reversed versions, design elements, fonts, swatch library, and templates.
The Rebrand of Material
My plan was to ensure all critical marketing, sales, and product materials were updated with the new identity before we announced the rebrand to the public. For Day One, we needed updated stationery, trade show booths, social media accounts, and most importantly, a redesigned and repurposed website that would seamlessly integrate with t2systems.com.
Business Cards
Stationery
Website redesign
Social media
Trade show Displays
Messaging & Communications
As part of the integration plan, it was important to communicate to employees, customers, and the industry the story of the companies’ development, and enhance their connnection with the evolving brand. I created the messaging for the announcements and worked with teammates to craft and distribute the communications, with the goal of growing new groups of brand ambassadors.
- Internal Rebranding Announcement
- Customer Rebranding Announcement
- Rebranding Press Release
The Result
The rebranding of UPsafety was smooth and successful in execution, and has since stood as a guide for building stronger customer experiences and connecting customers with the T2 masterbrand. Feedback from employees and customers after launch has been all very positive, and I’m proud of the work I accomplished to further shape the relationship between company and customer.
Here We Evolve Again — Phase II
My work supporting, championing and evolving the UPsafety and T2 brand has not stopped. And now, since the parent company of UPsafety has been acquired, itself, shortly after this rebrand, I’m looking forward to the challenge and excitement ahead on the work of another rebranding and repositioning of the company.
To be continued…
