Adaptec - Roxio
The CompanyRoxio, a division of Sonic Solutions, is the world's leading provider of consumer digital media creation applications and produces innovative, easy-to-use products and media services that empower people to create, manage and share their digital media.
The Task
Adaptec engaged Addison Whitney to guide the corporate identity development process of spinning off its software products group. The innovative technology allows users to create, manage, move and store music, video, photos and other data on recordable compact discs. Adaptec, an expert player in the server, network and desktop storage technology space, developed a growing and aggressive market focused on young media consumers.
The Addison Whitney Solution
Verbal Branding
Addison Whitney developed the Roxio brand to capture the spirit of fun, passion, power and innovation featured in this technology that empowers its energetic audience. The firm also advised Roxio on the implementation of the identity across multiple communication platforms.
Visual Branding
Addison Whitney brand consultants also developed the visual identity for Roxio. A corporate brand standards manual was established for both internal and external audiences. A corporate stationery system was also created to further enhance the fun and power communicated in the Roxio brand. The spin-off has been well received by consumer and investor audiences and may be viewed at www.roxio.com. Roxio is now a division of Sonic Solutions.
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