PS’Soft needed to raise awareness and establish a unique, viable, and sustainable long-term brand position among a tough C-level audience, demonstrating that this company with a European heritage is serious, contemporary, and reputable in the US market as well.

Their old identity looked outdated and didn't reflect the company's true brand image or personality. A new visual identity, positioning strategy, and tagline (Efficiencies are there. We find them) were created to make the company stand out among its better-known competitors in a crowded high-tech marketplace.

This new identity was expanded to include a new product naming strategy, PowerPoint templates, HTML emails, webinar invitations (so popular that On-Demand versions had to be made available to keep up with customer demand), and product datasheets.

A new website was also developed that creatively incorporated the new PS'Soft logo into the central imagery also used in other advertising and marketing communications), was easy for customers to navigate and for the client to maintain via an extensive content management system, and worked across multiple languages and cultures.

The repositioning work was so effective in taking PS’Soft to the next level, the company was eventually acquired by Allen Systems Group (ASG).