Selling an integrated product vision from the CEO up to the board
Having designed the software, I wrote and designed the branding and product launch strategy that carried the concept from the CEO to the President, to the Board of Directors, and then out to every department in the company.
Context
After creating the concept and designing the software, I was asked to contribute ideas for the logo and the forward plan. I wrote and designed this preliminary proposal, which was subsequently adopted with supplemental detail and specific outlines added.
The argument
The company had been integrating services for a long time, but had never conveyed that integration to customers in a way that made sense to them. By designing the product as an ecosystem covering every dimension of food safety and supply chain compliance, I could simplify the experience for all of our customers — and the branding strategy and roadmap had to carry that same idea.
We were able to shift the messaging from a one-stop shop pitch to something more specific and more valuable: helping the customer feel the benefits of interoperability and service integration through the experience itself, not just the description of it.
What happened
The document went first to my CEO and the President of Primus Group. As it gained acceptance among leadership it was presented to the Board of Directors. After their overwhelming acceptance it went to department heads and managers, and outward from there until it was widely understood across the company.
This was an exceptionally fun project, and it is the clearest example I have of every element of business design coming together at once — product concept, brand, roadmap, and the argument that carries all three through an organization.