HighGear

Solution

Positioning & Messaging

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. 

Branding Audit

Positioning

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.

Breakthrough Branding™

Our customer research revealed that the product name, JobTraQ, had pigeon-holed the company in a narrow market segment, causing confusion and limiting expansion.

Naming

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.

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.

Branding & Identity

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
(Power burst or potential acceleration)

Speed
(Fast lines moving left to right)

Flexibility
(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.

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.

Brand Identity

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.

Sales Enablement

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.

Website Presence

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.

Video Marketing

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.

Content Marketing

Everclear outlined, researched, wrote & designed a series of breathtaking, gorgeous, print & digital eBooks to educate prospects during each stage of the buyer's journey.

Lead Generation

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.

Results

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.

+4X

Increase in Website Traffic

+130%

Increase in Conversions

+300%

Increase in Demo Requests

+3X

Increase in Pipeline Opportunities