Artfully building a complex brand

DataWorks developed software solutions for nearly every level of the manufacturing supply chain — from small shops to international corporations. The company had recently acquired products that enabled them to expand and cover an even broader range of customers. Meanwhile, as they continued to grow, the look of their sales materials had been “acquired,” too — by several of their competitors.

Obviously, it was time for a change. Their advertising agency recommended FreeAssociates.

What we did

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.


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.


8117 West Manchester Ave.
Suite 417
Playa Del Rey
CA 90293-8745



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