Visual IQ
Some brands are better built one brick at a time.
Visual IQ produces the top cross-channel marketing software platform used by leading world-wide advertisers and agencies to find hidden performance optimizations within their online and offline media plans.
Website
Visual IQ approached Grove with their two-year-old website (only the second version of the site in the company’s seven-year history), which they felt no longer adequately reflected the Visual IQ brand. In fact, they were convinced that, at times, the site’s appearance was actually an obstacle to closing business. The goal of the re-design, therefore, quickly became to visually differentiate Visual IQ from competitors—but to do so in a way that accurately reflected brand, especially its’ more aspirational dimensions. The project would also attack a secondary goal: enhance the site’s ability to drive conversions that lead to a new prospect request to speak with a Visual IQ salesperson. Grove wire-framed, designed and UX tested a website that moved Visual IQ further from its’ competitive set than ever before—while moving the site closer to the brand DNA than ever before at the same time. The entire team at Visual IQ, including the organization’s Board of Directors, were thrilled to finally have a site that could support the business and the brand with equal dexterity. They were so excited, in fact, that they threw a gala launch party to celebrate it. View the site
Collateral
As would be expected following a major site refresh, Visual IQ’s pre-existing collateral materials suddenly seemed an inadequate reflection the new Visual IQ brand as presented on the new site. To bring the brand collateral and system of sales tools—including offline sales and marketing materials as well as the online/digital and mobile tools—Grove developed a suite of enablement materials that mirrored the design of the new site. The team also re-imagined the Visual IQ collateral to more completely unify the brand and differentiate Visual IQ from its competitors, at every possible touch-point, including: a company and product PPT presentation; a 4 – 6 page corporate brochure; a series of product sell sheets and a number of other, more tactical. By arming Visual IQ with entirely new materials—both online and off, and from the highest brand expression to the most technical data sheet—Grove helped Visual IQ reinvigorate their sales teams who in turn renewed the company’s momentum in almost every product category in which Visual IQ competes.
Brand Book Brochure
Stationary
Data Sheets
Brand Standards
As part of re-imagining the Visual IQ website, new visual approaches were created as well as copy and voice standards established. Therefore, as a follow-on the site redevelopment job, the Grove team updated the existing Visual IQ Brand Guidelines across the board—in order to define and ensure visual and verbal continuity across the brand in future advertising, marketing and/or brand-building efforts. With the myriad media channels that Visual IQ markets to, Grove's new Brand Guildelines book simplified and explained everything from color and type to iconography, info-graphics, imagery and other graphic elements including proper and improper use of the brand's family of logos. Today, Grove’s Brand Guidelines document is Visual IQ's bible of visual communications.
