Turning a change into a position of strength

Datasite. Where deals are made

The Ask

Change can get complicated. Merrill Corp knew that better than most. The mergers and acquisitions (M&A) SaaS provider helped businesses around the world turn big deals into, well, no big deal. So, when it was time for a rebrand, Merrill Corp knew it paid to get some expert advice.

We’d have to work smartly. We inherited a launch date just months away. So, we talked priorities and timelines. Then, got to work.

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The Answer

Merrill Corp was becoming Datasite. But it wanted to change more than its name. It also wanted a new, more ambitious position in the market. We worked closely with Datasite’s ECD to define Datasite as the digital home of M&A. Then we created the brand platform, guidelines and creative campaign to  inspire Datasite’s people and customers alike.

In a matter of weeks, everything came together for the launch. By then, we’d developed a new visual and verbal identity, put together a brand-anthem video, created a new website www.datasite.com, and rolled out launch assets to show everything off (in four languages, including Chinese and Japanese). And a good deal more.

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The Results

Datasite is delighted with the new brand and the launch. We even got a standing ovation from the Datasite leadership team.

Datasite’s VP of product marketing told us:

“Thank you for helping us with a successful brand launch. Your contributions have helped us greatly with outside-in-thinking.”

And the firm’s executive creative director said:

“I’m delighted – I couldn’t have done it without you.”

Beyond the business, the new brand has boosted engagement on the website and with social posts, too. Some highlights include:

  • An 80% increase in unique website visitors in the two weeks after launch.
  • 120 leads generated in the same period.
  • The most (and fastest) views Datasite has ever had for a social asset (our ‘brand anthem’ video).

Now, our brand look and voice are out there, guiding everything Datasite and its local agencies do.

  

© TMW Business