Fluke Networks System provides innovative solutions for the installation and certification, testing, monitoring and analysis of copper, fiber and wireless networks used by enterprises and telecommunications carriers. Their brand was known in the networking space and popular among the technical audience, however the name itself caused confusion and diluted the company vision because it was often synonymous with its parent company Fluke.
To effectively communicate Fluke Networks Systems’ new brand vision and to complement sales initiatives, Fluke Networks System changed their name to Visual Network Systems, prompting a complete brand redesign to position them as a solution, not a tool.
To meet Visual Network’s need to reposition their identity and message, enhance brand perception, increase online marketing efforts and improve site conversion rates, LevelTen recommended a complete redesign of the corporate logo, tag line, website, partner program and all print collateral. LevelTen also recommended transitioning the existing website onto a web platform that created a simple process for generating relevant content, architecting the site for better usability, redesigning the look and feel to reinforce positive brand perception, integrating the website with Eloqua’s automated marketing and lead scoring tools, and translating the website into several key languages to reach a global audience.
During the Strategic Planning process, we worked with executives and key stakeholders at Visual Network Systems to better understand their company culture, clarify and refine feature sets, understand their audience needs and information architecture. We recommended a four-week discovery period to validate and expand the current strategy through small group strategy sessions. Our findings and recommendations were formalized into a set of project specifications and presented to key stakeholders.
Over the next several months we worked with Visual Network’s marketing team to re-brand all collateral and to build a website that incorporated several features to increase traffic, conversion and visitor retention rates.
The new brand focuses on application and performance rather than troubleshooting.