Obviously, it was time for a change. Their advertising agency recommended FreeAssociates.
In order to give DataWorks a unique brand identity again, we helped them develop a comprehensive system of marketing materials using the work of award-winning illustrators. We gave each of five artists a product to interpret, then bound the system together with clear, consistent typography and well-organized information. We applied the new imagery to a full range of integrated marketing tools, including packaging, corporate communications, product literature, posters, and so on, and their agency incorporated it into trade advertising and other materials.
The result: In a field full of images of retro iron-fisted workers and oversized gears, or safe “executive” photography, the new look stood out like a breath of fresh air. It positioned the company as an innovative leader instead of an also-ran. And DataWorks reported record sales—and profits.