Marketing and Design Blog

Naming, Branding and Website Design for Daugherty Mobile Suite

One project leads to another.

We were in the midst of a full-scale branding program for our new client, Daugherty Business Solutions, when they came to us with a more urgent task: branding their new, mobile-oriented products.

This in and of itself represented a seismic change for the company. Daugherty had always focused on long-term consultative client relationships, rather than individual products or services. Daugherty asked us to name these new products in a way that positioned them as an extension of the company’s experience and expertise, not as a separate entity or independent division.

In the competitive marketplace, names for mobile-focused divisions run the gamut from straightforward to esoteric. We decided to leverage Daugherty’s brand equity – they have a long history in the IT consulting space – and name the set of products the Daugherty Mobile Suite. It’s simple, descriptive and accurate, while giving the company the flexibility to add new products or functionality without rebranding.

Read more and check out our naming, branding and web design work for Daugherty Mobile Suite.

A Roadmap for Successful Healthcare Marketing

Everyone in healthcare is talking about changes and the uncertainty that lies ahead. Unfortunately, as companies try to connect their products with those pain points, many are saying exactly the same things. Clients in this industry come to us to polish and promote their brands through bold statements – and that’s exactly what we did for Elsevier’s Revenue Cycle eLearning (RCE).

RCE asked us to promote their revenue cycle management training tools that support the ICD-10 changeover, due in 2013. Their educational products are numerous and complicated to describe, in an industry already buzzing with marketers, experts and lawmakers all fighting for attention in the space. Read A 'Roadmap for Successful Healthcare Marketing'

Helping a brand grow in new directions

Elsevier’s College of Direct Support approached us with a branding challenge that would transition them from a single product to a suite of tools offered in a variety of new markets.

These products provide online training for support workers who assist members of the community with mental and physical challenges. In addition to providing better care for those being supported, the curricula also elevates the professionalism of the workforce delivering that care.

As we immersed ourselves in their brand, we discovered that their training is more than courses and chapters and facts to read. Each lesson is a building block to a fulfilling career that directly enhances the care and support workers deliver. It's care and support that allows those served to live more fulfilling lives in the community.

Their courses are all about pointing support workers in the right direction with tools that educate and inspire, helping them understand how they fit into a bigger picture and setting them on the right path to use what they’ve learned to start improving lives.

That’s why we called it DirectPaths. 

In order to help the group understand the new brand, we created some design expressions so they could envision how everything would work together. 

As a result, we gave the brand everything it needs to continue to excel in its existing market and scale into additional markets. Plus, we got a chance to work with some great people that are dedicated to a making the world a better place not only for those in need, but for the workers themselves.

Design expressions for brochure systems to help illustrate the new name and identity.

We showed how the brand can still be about caring for people, but talk about things like standardized skills and career development.

Design expressions for the website.