Everclear re-positioned, re-named & re-branded a task management software company into the leading no-code workflow automation platform.
Over 15 years, Swift Software, the makers of JobTraQ, had gained many Fortune 500 & government customers. But growth had slowed after attempting to expand beyond task management.
In order to diagnose Swift's sales & marketing challenges, we conducted a series of interviews with more than two dozen customers, internal stakeholders & external partners.
We also audited Swift's branding, sales & marketing materials, which revealed that JobTraQ's positioning, messaging and branding was not consistent, clear or concise.
After a market analysis of eight software categories and two dozen competitors, we recommended re-positioning JobTraQ from the low-end of the shrinking BPM market to the rapidly growing No-Code Workflow Automation market.
"JobTraQ is the leading intuitive no-code platform for business analysts to rapidly build enterprise-grade workflow applications."
JobTraQ customers spoke of the transformational change the platform delivered, with more power than no-code solutions and more ease of use than low-code solutions.
Although JobTraQ's platform was powerful, prospects were often overwhelmed by all of its features, so we refined the messaging platform to focus on benefits for each buyer persona.
Build enterprise workflow applications without knowing how to code.
Quickly assign tasks, manage work and track progress.
Report the status of activity across dozens of departments in real-time.
Meets enterprise-grade security and authentication requirements.
Our customer research revealed that the product name, JobTraQ, had pigeon-holed the company in a narrow market segment, causing confusion and limiting expansion.
So we conducted a naming workshop with Swift executives to brainstorm dozens of brand attributes to inspire hundreds of potential brand names for trademark pre-screening.
300 Names Generated
18 Names Screened
13 Names Cleared
5 Names Ranked
During our research, JobTraQ customers told us that if they wanted a task to be tracked they would tell their co-workers to “put it in JobTraQ” so it didn't fall through the cracks.
Now customers could say "put it in HighGear" to refer not just to the software platform, but also to a desired future state of business operations that accelerates digital transformation.
We had successfully moved from a functional name like JobTraQ that referenced features to an evocative name like HighGear that emphasized the benefits of the software.
With a strong and powerful name like HighGear moving its way through the trademark approval process, we began exploring typography and iconography for the new identity.
(Power burst or potential acceleration)
(Fast lines moving left to right)
(Smooth changes in direction)
Although the CEO preferred the color blue, something about the soft shade didn't work with a powerful name like “HighGear," so we began exploring brand imagery & mood boards.
(Strength and Power)
(Energy and Excitement)
(Empowerment and Inspiration)
When we shifted the color palette from a soft shade of blue to a bold combination of yellow and black, everything "clicked" into place and the HighGear brand roared to life.
The HighGear identity evolved into a striking illustrated speedometer needle slamming forward from left to right to highlight the speed with which everyday business users could now build powerful no-code workflow applications.
The HighGear color palette consisted of its signature gold — a striking, bold and powerful color — along with gun-metal grey, rich black and white space.
HighGear’s brand identity is supported by a curated library of visually-striking stock photos that are united by warm hues, golden glowing light and muted color palettes.
Subject Matter Experts
Another building block in the HighGear brand consists of photo-realistic objects that play off the automotive, racing and speed concepts that naturally align with a name like HighGear.
Trophy & Racing Flags
The HighGear brand identity is also complemented by a selection of simple line art icons to further differentiate HighGear’s platform from other competitors.
Everclear streamlined the HighGear story and simplified how to explain the many capabilities of the platform throughout the new sales presentation and multiple customer case studies.
Everclear designed, developed and wrote new content for HighGear’s website as a bold expression of the company’s powerful new brand to serve as the digital hub for all of its brand awareness, marketing and lead generation efforts.
Everclear scripted, storyboarded and produced a series of videos to quickly educate prospects about the power, flexibility and ease of use of HighGear's workflow automation platform.
Everclear outlined, researched, wrote & designed a series of breathtaking, gorgeous, print & digital eBooks to educate prospects during each stage of the buyer's journey.
To support the launch of the HighGear brand, Everclear conducted a series of lead generation campaigns across Google, LinkedIn and Capterra — along with re-targeted display banner ads — to drive eBook downloads, demo requests and MQLs.
The new HighGear brand was well-received by existing customers, who believed it better reflected the power of the platform to deliver transformational change.
Some prospects told the CEO and Sales Director they finally understood what HighGear did for the first time and were excited to share the platform with other departments.
Increase in Website Traffic
Increase in Conversions
Increase in Demo Requests
Increase in Pipeline Opportunities
"If you want to win at selling a complex product or offering ... Everclear is one of the best in the industry. Worth every penny & returned much more than we invested."