Brand Strategy

Visual Identity

Creative Direction

Website Design

Graphic Design

Project Overview

TowWorks, LLC is a SAAS company that supplies software to the marine industry. TowWorks wanted to refine its brand, grow the company in the current market, and possibly penetrate new markets. Their new software version is coming out in under a year, and they are boasting a brand new, more user-friendly interface with the ability to control it on several devices, from tablets to phones.

TowWorks is looking to develop its brand further, both strategically and visually, to represent the caliber of its brand offering in a bold new way. With their software being competitively one of the top in the marine industry, they want the brand to represent that.

Also, with the ambition to break into new markets and begin attending larger tradeshows like the Offshore Technology Conference (OTC), TowWorks wants to develop a clear and strong message to cut through the clutter and chaos of the crowded industry and tradeshows.

The Solution

In order to develop a brand strategically, you must first define it. Defining a company's brand is mainly about discovering its reason for existence and what it wants to achieve in its market, industry, country, and maybe even the world. This can seem a little fairytale-ish, but discovering this can genuinely take a company to greater heights in relating to their customers and the people their customers service and creating impact even further down the line.

A solution was created for developing and refining the TowWorks brand, starting at the core and then traveling outward, focusing on developing mission and vision statements, defining company values, and many other core details that help shape the brand. A strategic plan covered areas like competitor research, industry needs, and user and buyer personas. This planning was crucial in creating thoughtful copy and messaging for the brand.