Aurix
A rapidly growing new technologies company, backed by heavy weight capital investors, Aurix have an ambitious strategy to aggressively penetrate, acquire and retain both corporate partners and businesses consumers alike, across key vertical markets.
Tang was invited to reposition the Aurix brand and redesign all printed, digital and online customer communications. This progressed into branding for the Aurix software engines targeted at business partners and a family of desktop software targeted directly at consumers. The process involved significant strategic support and activity across multiple marketing channels.
With a robust strategy already in place, Tang was invited to carefully review and give direction into new commercial markets. Further investigation at customer touch points helped to clearly identify target audience profiles and define a customer focussed proposition with three clear customer benefits.
Discovering new technologies Aurix has unique service capabilities that give the company a strong market advantage and to support business development objectives into new markets a programme to reposition the Aurix brand was initiated.
To increase the effectiveness of Aurix marketing campaigns targeted at business-to-business relationships Tang under took competitor analysis, consumer profiling, customer feedback, and consulted industry specialists for qualitative data.
Visual audits and collateral investigation provided competitor analysis of market positioning, brand messaging and comparable propositions. In the field Aurix account handlers and industry consultants helped profile target customers and gain further insight into consumer preferences, attitudes, and behaviours.
Having identifying relevant communication channels, Tang worked closely with Aurix management to forecast production schedules and associated budget to build a detailed plan for the year to ensure timely campaign milestones, set relevant measurement points and ensure increased capital investment.
A break away company from government backed research and development for the military the Aurix brand needed to be repositioned to appeal to commercial industries. With significant investment in existing relationships the brand value precipitated an evolution of the existing Aurix marque to retain the brand association.
The rationale for the Aurix brand was for ‘a leading authority on intelligent speech discovery’ with a core message that focussed on three customer benefits ‘finding your voice…to ensure compliance, competitive advantage, and operational efficiency’.
Tang’s creative team elegantly crafted every detail of the Aurix logotype to retain the beauty of a font that took Hermann Zapf over 27 years to originally design whilst sympathetically re-introducing the unique and recognisable curves to communicate a professional brand with a scientific background.
An elegant use of white stock and 2 colour print, the design conformed to traditional principles with a couple of interesting twists. The Aurix brand marque has a slightly unusual placement and each piece is personalised with audio wave graphics on the reverse.
Roll over each of the Aurix business cards to reveal personalised audio waves
The redesign of the Aurix website focused on the customer and moved away from solely a science research and development body. High impact photography and messaging follows down to image driven navigation into relevant market sector pages where practical demonstrations and benefits to the customer can be explored before diving deeper into technical heavy information. Built around an elegant grid the new Aurix design carefully managed the use of images, text and colour to demonstrate a professional authoritative company capable of supporting business-to-business partner relationships.
To support the evolution of new market sectors, the high volume of technical papers, software enhancements and regular activity in different marketing channels the Aurix website was build around an easy-to-use content management system. Various levels of responsibility permit a controlled internal management of website content across the company keeping it fresh and technically relevant. The system also permits management of search engine optimisation to support both ongoing campaigns and long term organic objectives.
Read more about the new Aurix website design on our Website Design Blog:
The Aurix printed literature needed to perform as a corporate brochure, a single piece handouts and point of sale at exhibition stands. This was resolved in the design of printed and digital standalone inserts along with a printed folder or bound covers which were consistent with all marketing collateral and concentrate on high impact imagery with a single minded proposition. The imagery, copywriting and revere illustrations were targeted to appeal to each of the market sectors and the three distinct consumer profiles.
Roll over each of the Aurix literature inserts to show the opposite side
Tang designed a series of PowerPoint templates to retain the Aurix brand consistency in presentations for face-to-face personal selling and on screen at exhibitions and trade shows.
This was consistent with the overall design approach but needed to be distinctive from the Aurix website so the design included a large central navigation bar and alternative primary colour use.
The Aurix CDROM could be distributed on its own in a sleeve or with the brochure attached to the inside of the back cover. It included a start up animation that brought to life the audio wave graphic associated with the Aurix brand and simple index navigation to a host of digital brochures, software demonstrations and supporting software installs.
To support a shared presence on a partner exhibition stand a series adverts were placed in the exhibition literature, distributed on registration and entry. The adverts were so successful that it surpassed client expectation resulting in establishing a new ongoing business relationship with the partner company.
Being endorsed by one of the market leading service suppliers public relations activity was focussed on extending the Aurix brand reputation within the supplier network and driving interest in the new emerging technologies.
Leading up to an important trade show a series of adverts were placed in emails to contacts on the exhibition data list and personal invites to existing business network and customers were sent over progressive weeks.
Partnering with an established service provider in the first of the targeted market sectors, Aurix shared part of the most prominent stand on entry at the Contact Management Expo 2008 (Birmingham NEC). With limited exposure on a partner stand in an extremely competitive expo the Aurix brand needed to punch well above it’s weight. All marketing opportunities had to have a memorable and consistent brand message.
Distinctive large format screen designs and Graphic User Interface gained the attention of fast moving foot traffic, technical staff demonstrated software capabilities and the sales team was ready capture any enquiries. All enquiries to Aurix were supported with printed and digital marketing collateral that were immediately identifiable with on screen brand message and reminded customers of their on stand experience.
The exhibition was successful in raising brand awareness for Aurix, extending new business leads and securing further investment from capital investors for an independent Aurix stand in the following year.
Having gained many new business contacts and launching their new brand at a recent national exhibition, Aurix needed more than an out of the box Christmas card. Tang’s creative team looked to give a seasonal twist to the core graphic theme of the Aurix audio wave.
Modified to retain its’ inherent nature and immediately look like a Christmas tree, the audio wave was set against a traditional green background and re-enforced the theme with a seasonal greeting. The mechanics of the front cover to a ninety degree turn on the inside helped to explain the second meaning of the Christmas tree as the audio wave that is associated with the Aurix brand.
It was a unique and very memorable Aurix Christmas Card that helped to embed the Aurix brand into the minds of their customers at such an evocative time of the year.
Roll over the thumbnails to enlarge Aurix Christmas Card
Following on from the previous year, Tang’s creative team again gave the Aurix Christmas Card a seasonal twist to the audio wave to suggest a snow man set against an ice blue background.
Roll over the thumbnails to enlarge Aurix Christmas Card
