Translating Technology

DecisionPower creates a brand to showcase their innovative technology.

There are a few goals that are almost universal: nearly all of our clients want sites that make their companies look trustworthy and professional. We always design with an eye toward ease of use, both for customers browsing the Web site and for developers working behind the scenes to keep the site updated.

Client: DecisionPower

Web site: www.decisionpower.com

Background

Do You Know How Long a Fad Will Last? They Do.

DecisionPower is a pioneer in simulated analytics software. Their MarketSim software accurately simulates real-life consumer behavior at the level of the individual, in a fully competitive market.

DecisionPower enables Global 1000 companies to make incisive decisions that increase their odds of success, lower their market risks and improve their return on investment.

DecisionPower asked Servo Marketing to help them translate the power of their simulation software into an equally powerful brand presence.

Servo's Solution

Brand Identity: Goodness of Fit

Servo helped DecisionPower define key brand attributes, then designed a corporate identity that underscores many of those attributes. DecisionPower's technology is complex and, we thought, somewhat intimidating, so we created a look-and-feel that is clean and approachable.

The logo itself is not just a pretty design; it subtly tells the story of DecisionPower's technology. The stylized, overlapping “D” and “P” shapes connote populations in a Venn diagram. They're maps of the choices made by different customer segments. The intersecting (white) area, where the customer segments overlap, is the sweet spot, underscoringthe predictive power of the software and the clarity of insight it provides to brand marketing managers. The shapes are also intended to suggest “thought bubbles," answers articulated, and results communicated.

Decision Power's new brand colorsare fresh: grass green and sky blue. Their cleanness makes them feel approachable, and their brightness adds some excitement.

The simplicity of the logo also makes it easily reproducible, even on a small scale.

The typeface is clean powerful, yet friendly. The emphasis is on the word Power. The tagline sums up the company's value proposition: use their predictive simulation software and reveal the future.

Degrees of Freedom

The home page underscores the new branding; rotating teasers with thought bubbles similar to the logo are visually arresting—and the messaging is meant to be intriguing to a brand manager.

On the upper-level pages, the content is scan-able and geared toward a marketer. More complex product information is contained in PDF data sheets, easily distributed to various decision makers.

In addition, the Web site provides the tools and messaging to help visitors self-identify. Prospective buyers not only quickly and easily find what they need, they also qualify themselves as leads in the process.