01/29/09

Phire named Marketing and Branding Supplier for UM Planet Blue

Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has been named Marketing and Branding supplier by the University of Michigan’s Planet Blue Environmental and Energy Initiative.

The University of Michigan’s Planet Blue Environmental and Energy Initiative is a campus-wide educational and outreach campaign that seeks to actively engage the University of Michigan community to conserve utilities and increase recycling, thereby saving money and benefiting the environment. Planet Blue aims to make campus environmental practices more sustainable in the wake of rising energy costs, climate change concerns, and depleting resources.


The University of Michigan has been working for the past three decades to improve the energy efficiency of campus buildings – Planet Blue invites University employees, faculty, and students to join in the efforts to conserve energy, increase recycling, and reduce the environmental footprint of the university.

As Marketing and Branding supplier, Phire Branding Company first conducted discovery and positioning work. This phase included campus tours, internal and external surveys, and competitive analysis, setting a new foundation for the U of M Planet Blue initiative. Specific deliverables included brand positioning, naming, logo and tagline, corporate ID materials, and brand core creation.

Based on their findings, Phire Branding conceptualized and created marketing materials ranging from traditional to interactive in order motivate change. Phire collaborated with Planet Blue on website development, print advertising campaign, print materials, Flash marketing pieces, environmental marketing, HTML email campaign, and internal documents. Several lines of branded collateral and giveaways were developed and fulfilled. There have been several phases of presentation development, including fulfillment of presentational and promotional materials for Planet Blue events both indoor and outdoor.

“We are thrilled to be a part of this campus-wide initiative.” said Jim Hume, Phire Principal. “We have used grassroots tactics to help change behavior - and it is truly starting to become viral across campus.”

B-to-B, Community, Design, New Account, News, Press Release

01/21/09

Phire named Marketing and Branding Partner for CFI Group

Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has completed an all new website as Marketing and Branding Partner for CFI Group. Phire Branding first began working with CFI Group in late 2007.

Headquartered in Ann Arbor, MI, with 11 offices spanning the globe, CFI Group was founded to help organizations apply the American Customer Satisfaction Index methodology and understand precisely what customers (employees, stakeholders, clients, or citizens) need in order to maximize success and financial results. The company offers a comprehensive system as well as specialized solutions for any industry or department to measure satisfaction and find out exactly how to improve for maximum impact.

As Marketing and Branding Partner, Phire Branding Company first conducts extensive discovery and positioning work. This phase includes a brand audit, both internal and external surveys, as well as the gathering of industry information and a competitive analysis, setting a strong new foundation for the CFI Group brand. Specific initiatives included brand positioning, brand core creation, brand values, brand personality, and tagline study.

Based on their findings, Phire Branding worked with CFI Group to conceptualize and create dynamic marketing materials ranging from traditional to interactive in order to best capture this new positioning. Following the initial branding, Phire collaborated with CFI Group on a fully revamped corporate website, including development of website architecture, search optimization, site implementation, and creation of an online newsletter. Phire also created a template system for HTML email campaign, allowing CFI Group to streamline their online communications. In addition to the online endeavors, Phire completed a print advertising campaign, and print brochures for CFI Group.
 
“CFI has an incredible story, and helps make the greatest organizations in the world become even better.” said Jim Hume, Phire Principal. “Their new website finally reflects the size and scope of their work, and we were pleased to work with such a visionary company to help them take it to the next level.”
 
“We’re thrilled with how effectively Phire was able to capture and communicate the core of our business and brand,” said Sheri Teodoru, CEO for CFI Group. “We have complicated technology and extremely high security, so we were particularly impressed with Phire’s expert ability to work around our requirements and tailor each project to meet our specific needs. Now our website is drawing more traffic than ever before!”

B-to-B, New Account, News, Press Release

01/19/09

Press release: Phire named Branding Partner for TechSmith

Phire Branding Company, a full-service marketing communications firm headquartered in Ann Arbor, has recently completed a rebranding effort as Marketing and Branding Partner for TechSmith, Inc.

Headquartered in Okemos, MI, TechSmith is the world’s leading provider of screen capture and recording software for individual and professional use. TechSmith products are used around the world to capture and record screen content, create engaging presentations for diverse audiences, and analyze product usability and customer experience. With products localized into five languages and a distribution network of resellers in more than 30 countries, TechSmith’s global reach is continually expanding.

As Marketing and Branding Partner, Phire Branding Company worked very closely with the TechSmith team, first conducting extensive discovery and positioning work. This phase included a brand audit, surveys, as well as the gathering of industry information and a competitive analysis, setting a strong new foundation for the TechSmith brand. Specific initiatives also included brand positioning, logo and tagline, corporate ID materials, communications plan, and brand core creation. Based on their findings, Phire Branding worked with TechSmith’s internal design team to conceptualize and create dynamic marketing materials ranging from traditional to interactive in order to best capture this new positioning, collaborating on in-product branding and support materials, and a comprehensive brand standards manuals. Phire Branding also contributed online advertising, in-product branding and support materials, user interface design for TechSmith’s Screencast.com website, as well as product packaging design for TechSmith’s diverse line of software products.


“To be able to capture the energy and growth of TechSmith was a truly inspiring experience.” said Jim Hume, Phire Principal. “The new brand look and feel helps raise the bar from an expectation standpoint without losing the organic and fun nature of the company and its customers.”

“We chose Phire because of their experience working with global brands and their practical approach. Phire’s respect for our unique culture and business model helped us develop an image that reflected our true personality.” stated Jody Burgess, VP of Marketing for TechSmith. “We are delighted to have a beautiful and cohesive look across our products now, and one that is scalable and flexible as well.”

B-to-B, B-to-C, Design, News, Press Release

01/4/09

Phire Branding Company completes website for Adaptive Materials Inc.

Ann Arbor, Mich. – October 21, 2008 – Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has completed an all new website for Adaptive Materials Inc (www.adaptivematerials.com).

Headquartered in Ann Arbor, Mich., Adaptive Materials creates portable solid oxide fuel cell systems that convert propane directly into electrical energy. By converting propane into true power on demand, Adaptive Materials has created a lightweight, portable and efficient solid oxide fuel cell system powered by an inexpensive and globally-available fuel source. The 25 to 250 watt fuel cell systems have wide application potential, from military forces, to emergency response, and even consumer leisure.

Adaptive Materials, an Inc. 5000 company, recently brought home the $500,000 second place award in the prestigious Department of Defense Research and Engineering’s Prize competition.

As the start of its work with Adaptive Materials, Phire Branding Company first conducted discovery and brand positioning work. This phase includes a brand audit, competitive analysis, setting a strong new foundation for the Adaptive Materials brand. Specific initiatives included brand core values, brand personality, as well as a tagline study.

Based on their findings, Phire Branding worked with Adaptive Materials to conceptualize and create a dynamic website to best communicate this new positioning. Following the initial branding, Phire collaborated with Adaptive Materials on a fully revamped corporate website, including development of website architecture, search optimization, site implementation, usability testing, and creation of an extensive content management system.

“Adaptive Materials represents the best of innovation and creativity.” said Jim Hume, Phire Principal. “We built a website that reflected their forward-thinking, challenge-us spirit.”

”As Adaptive Materials continues to evolve and expand, the company’s Web site becomes an increasingly valuable tool for reaching potential private and public sector customers,” said Michelle Crumm, chief business officer, Adaptive Materials. “Phire Branding Company created a Web site for Adaptive Materials that is a valuable resource in telling the company’s story, from product to market leadership.”

About Adaptive Materials, Inc.

Adaptive Materials, Inc. is the leader in portable power made from solid oxide fuel cell technology. At the forefront of portable power innovation, Adaptive Materials is the first company to develop, demonstrate and deliver a portable, affordable, and fuel flexible solid oxide fuel cell (SOFC) system uses lightweight, inexpensive and globally available propane as its fuel of choice. Adaptive Materials’ fuel cell system provides portable power to the United States Armed Forces and first responders as well as industries including recreational vehicles, boating, and medical devices. For more information, visit www.adaptivematerials.com.

 

B-to-B, Design, New Work, News, Press Release, Website Launch