creative | digital | strategy | print

creative | digital | strategy | print

the client

IconSystem creates property development systems for the construction industry, so that clients can house all their property data in one place. They work with 8 of the top 10 retailers in the UK, including Asda, Boots, John Lewis and Next. During our time working with them they merged with world wide integrated-software brand, Elecosoft.

the brief

IconSystem took may on board as a marketing strategy partner to the head office team. Collaboration with the team was vital to setting a clear vision, just as developing a new brand direction was essential to maximise growth. This new branding needed to set them apart in the often cold and confusing world of software. They also required a marketing communication plan that had cut-through and resonated with its time pressured target market.

The branding then needed to evolve as part of their merger with world-wide software provider Elecosoft.

the result

Following a series of workshops, we created and implemented a brand positioning that differentiated IconSystem from their competitors, with a marketing activation and communication strategy designed to attract new customers. We developed a vibrant and highly relatable suite of branding elements that were totally unique, creating real stand-out in their sector and talking directly to the needs of their target audience, leading retailers.

IconSystem has since achieved their ultimate goal of being bought by a leading organisation in their sector, Elecosoft. may supported its brand evolution enabling it to become part of a larger suite of products whilst still retaining it's USPs and remaining familiar with existing customers.

We have partnered with may to create and deliver our marketing strategy and plan and to focus and refresh our brand language. The team at may have a wealth of experience in all areas of marketing and have a highly collaborative and refreshing strategic approach to their work. They very quickly got to the heart of our highly complex business and helped us to define the needs of our target audience (mainly senior executives in the retail sector), create a new tone of voice and develop messaging that distills our software into a series of benefits. Our new brand language has really shaped our marketing and gives retailers a clear and compelling reason to engage with our business.
We have had great feedback from our clients on our rebrand and positioning. Additionally, we recently merged with a large software provider (plc) who have been highly impressed with how we have been marketing ourselves and our brand image.
Although we have worked with other marketing agencies in the past, I have no hesitation in saying that may have been heads above our former providers. Their service and support is exceptional, they always deliver on time and provide great quality products.

Sandra Lovelock -  Company Secretary at Elecosoft

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