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.”
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