PatchLink & SecureWave - Lumension Security
The CompanyLumension Security, Inc.; develops, integrates and markets security software solutions that help businesses protect their vital information and manage critical risk across network and endpoint assets. Lumension delivers a solutions portfolio that includes Vulnerability Management, Endpoint Protection, Data Protection and Reporting and Compliance offerings.
The Task
In June 2007, PatchLink announced plans to merge with SecureWave, an endpoint security provider. With this merger, along with another product acquisition, there was concern that the corporate name was too descriptive of current product capabilities and would not reflect the merged company's future offerings. PatchLink and SecureWave chose to work with Addison Whitney for its expertise in corporate identity development and project management.
The Addison Whitney Solution
Brand Strategy
Addison Whitney hosted a corporate brand strategy workshop with key executives from both companies. From the workshop and in-depth interviews with industry analysts, Addison Whitney focused its brand development on security, protecting and leadership – key benefits provided to customers.
Verbal Branding
Through the findings from the workshop Addison Whitney created, evaluated and recommended the name Lumension Security.
Research & Analysis
Prior to selecting the final name all verbal name candidates went through a proprietary brand name validation study to test specific attributes.
Visual Branding
To accompany the new corporate name, Addison Whitney also created a new corporate visual identity. The new corporate logo conveys strength and protection. Addison Whitney also designed complementary identity systems that included stationery and collateral templates. A brand standards manual was designed to serve as guidelines on how to implement the new brand identity. Addison Whitney continues to provide ongoing consultation regarding the internal and external implementation of the Lumension Security brand.
« BACK TO EXPERIENCE
