Case Study: Company rebranding

The Challenge:
Rogue Wave, a developer tools software company located in Boulder, Colorado, was embarking on a new path with new ownership, new products and a new mission. They needed a new look to replace the one initially designed to appeal to traditional C++ developers, while retaining its clear brand recognition with those users built over the years.

At the same time, Rogue Wave didn’t want to go crazy and change too much, and didn’t want to spend months and too many dollars on the effort. They wanted to “right size” the project to get just what they needed.

The Solution:
Rebrand Rogue Wave for the Internet era. Rather than using an expensive branding agency, Rogue Wave used a local graphic design shop and asked employees for their creative input to help drive the design. And since the company had so many collaterals, manuals and logo’d promotional items, they phased the new look in slowly over time. Started with the Annual Report and updated other pieces only when it was time to reprint, saving thousands of dollars.

The Results:
Their new look helped put Rogue Wave on the map with new customers and new investors and positioned it for the new Internet-driven markets it was pursuing. All the while maintaining a strong brand with existing customers.

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