Challenge:
Refresh and energize the brand identity of the world's 2nd largest digital
certificate provider across all channels of communication. Develop a new "look
and feel" that positioned the company as a thought and technology leader
in an increasingly competitive market for e-commerce security.
The Context:
Founded in 1998, GeoTrust was a venture-backed business focused on the growing
need for viable B2B exchanges. After the dotcom boom went bust, the company
was forced to change its vision and market positioning to address evolving
business needs.
With an eye toward "retooling" itself and becoming a dominant
player in the information security market, GeoTrust acquired Equifax Security
in September 2001. This major strategic thrust required that the company create
a professional presence in the market that projected an image of credibility,
technological innovation, creativity and reliability.
Crossbow Solution:
Crossbow Group's strategic and creative teams worked together
to provide the client with a dynamic range of creative solutions to establish
their new identity. After an optimal mix of messaging and imagery was selected,
Crossbow designers applied the new look and feel to the website, marketing collateral
and direct mail to create an integrated suite of sales tools that contributed
significantly to helping the company meet key business objectives.
Results: Today, GeoTrust has more than a 15% share of market, over 40,000 customers,
1,000 resellers and conducts business in at least 140 countries around the world.
