Track Distillery

We helped name and launch a new offering for a leading commercial music production company.

Challenge

Megatrax was established in 1991 as an independent music production resource for television networks. Since then, the organization expanded to provide custom-produced, exclusive music for feature films, trailers, TV shows, commercials, promos, presentations, webcasts, and podcasts.

MegaTrax had traditionally produced technically complex music, but as demand grew for simpler tracks, new competitors entered its market. To remain competitive, MegaTrax developed a new collection of minimalist tracks.

In order to help current customers understand this new offering, MegaTrax needed a name and tagline to capture the essence of the new catalogue.

Insight

Through our discovery we identified competitors with similar offerings, and found that the names of these offerings were descriptive and highly functional. We determined that a more evocative name and tagline would help differentiate the catalogue, and also generate excitement and interest for the new offering.

Solution

We developed a new name and tagline to capture the essence of this offering in a catchy and compelling way.

With an exciting new direction, we then developed logo options and an animated video to introduce the new catalog to the world.  Then came a brand story, storyboards, and a custom music track for the final video.

LACBA

We helped a 100+ year old organization relate to a new generation of legal professionals.

Challenge

Since 1878, the Los Angeles County Bar Association (LACBA) has served legal professionals with career, education, and service offerings. With over 24,000 members, the association grew into one of the largest in the nation.

Over the last 30 years, the legal profession has become accessible to a broader talent base, with different needs than their predecessors.   Younger lawyers did not understand how LACBA membership could benefit them, and the working stresses in the legal profession left little time to participate in community programs.  As a result, LACBA’s membership was in decline despite an exponential growth in the number of legal professionals.

LACBA needed to identify the organization’s value for a new generation of legal professionals.

Insight

The organization’s primary benefit was no longer its information offerings.  LACBA’s primary benefit has become the network it provides for lawyers, judges, academics, and law students to connect with each other.  We helped LACBA realize that its brand is about the collective talents, knowledge, and voice of the people it enables to drive change in the legal community.

Solution

We reorganized LACBA’s portfolio to align with audience need rather than content type. We then repositioned the association around the diversity and strengths of its community of legal professionals.

Built on the new brand positioning, we developed a visual system that differentiated LACBA from newer competitive legal associations. The visual system was designed specifically to appeal to younger attorneys, and came to life in a new website, internal signage, communications tools, and marketing assets.

Outcome

The LACBA brand system has been implemented throughout the organization and has become an integral part of board member and employee onboarding.

Diocese of Orange

We helped the Catholic Church create cohesion with a unified brand voice and design system.

Challenge

The Diocese of Orange is one of the largest and fastest growing Catholic communities in the nation with 62 parishes and numerous programs, services, and schools in Orange County, California.

The Diocese of Orange purchased the Crystal Cathedral and its surrounding 45 acres with the intention of creating a central campus for Catholicism in the West.

That same year, the Diocese launched a capital campaign to gain financial support for the new property. While the marketing materials focused primarily on the functional aspects of the physical property, there was no mention of the property’s purpose or how it related to the Diocese at large. For the capital campaign to be successful, the Diocese recognized that both the property and the Diocese needed a defined purpose and identity.

One barrier to achieving this was that active Catholics had strong relationships with their community parishes and priests, but little interest in connecting with those outside of their immediate place of worship. As a result, each parish focused its communications on its own congregation. It therefore became increasingly difficult for audiences to understand and support the Diocese.

Insight

Through in-depth research including 60+ interviews with clergy, lay leaders, and parishioners, we learned that the vernacular of local and global Catholicism can be isolating. In an effort to unite Catholics of all ages, ethnicities, and socioeconomic backgrounds, we re-established the Diocese of Orange’s core mission as an institution that leads individuals on their own, highly personal faith journey.

The Crystal Cathedral – renamed the Christ Cathedral – was positioned as the beacon of faith in Orange County, the physical space where audiences could experience their own journey of faith together.

Solution

Armed with a clarified purpose and meaning, we developed a new visual identity, brand architecture system, and messaging strategy for both the Diocese and the Christ Cathedral property. The systems were treated as a “family of brands” with shared visual assets, voice, and tone to reinforce their relationships to each other.

Result

The brand systems were applied to numerous websites for the Diocese of Orange and Christ Cathedral, as well as all subsequent marketing campaigns.

 The Diocese of Orange also conducted two waves of brand equity research to measure awareness, opinion, and perceptions among Orange County Catholics of the Diocese institutions and key leadership. The first research phase was run prior to investment in the brand programs, and the second wave was run after the brand program was executed.

There was a sharp increase in awareness, positive opinion, and foundational perceptions of the Diocese and its leaders. This increase was most pronounced among young and engaged Catholics, who were key to the Diocese’s growth and success.  The quantitative research also validated the positioning of the Christ Cathedral property, and instructed individual parishes on how to drive engagement within their own communities.

Verance

We helped a tech innovator continue to protect the entertainment industry.

Challenge

For over 20 years, Verance has been developing technologies to protect, measure, and enhance premium content for the entertainment industry. Its flagship product, Cinavia®, became a global standard for protecting filmed entertainment content on physical media.  However, Blu-ray and DVD ownership began to decline, and the protection of premium content on physical media was no longer enough for the company to survive.

In order to support its legacy Cinavia product while pursuing growth in new technology solutions, Verance needed to migrate to a portfolio of offerings and clarify its brand position.

Insight

Verance’s technologies were getting lost in tech-speak, making it hard for audiences to find and understand its offerings. Rather than explaining highly technical features, Verance needed to communicate high-value benefits that non-technical executives could grasp and celebrate.

Verance needed to delineate itself from its products.  By elevating the positioning of the company to industry thought leader, most communications could then focus on high-level client opportunities – migrating complex technical language down into the portfolio.

Solution

We recommended building an ingredient brand, like Dolby Digital or Gore-Tex.  We developed a strategy centered on this concept, with new messaging directions and communications materials to address key market segments.

We also created a comprehensive visual system and logo to infuse the brand with a look and feel that aligned with the new brand position. Brand guidelines ensured the organization’s consistent application of the brand system.

Outcome

Armed with updated verbal and visual brand systems, Verance activated new marketing efforts ranging from a new website and animated videos to corporate presentations and a trade show booth.  With its new master brand, Verance has the flexibility to extend its capabilities beyond its core industry.