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Innovation Firm Wins ReBrand Award for Fourth Consecutive Year.
BOSTON, Mass. (April 28, 2008) - Catapult Thinking, a Boston-based business innovation and design consultancy, announced it has won two coveted ReBrand Awards in 2008. The firm won a Merit Award for its brand identity development project done for financial firm Comdata and a Notable Award for its brand identity development project for lighting industry firm Color Kinetics. This is the fourth consecutive year that Catapult Thinking has won a ReBrand award.
ReBrand is a forum for case studies and programs on effective brand transformations. Its marquis program ReBrand 100, juried by an esteemed panel of international business leaders, is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global awards program of its kind.
Comdata turned to Catapult Thinking to provide new positioning, brand architecture, messaging and visual strategy that unified the presentation of the integrated Comdata offer. The financial leader started in the interstate transportation industry and grew through acquisition and expansion into a diversified financial transaction company. In order to rebrand the company, Catapult Thinking conducted one-on-one ethnographic research with Comdata customers across five lines of business to understand brand perception and barriers to growth within each business unit. The business innovation firm then created a masterbrand strategy that unified all units under the Comdata name with the vision statement "Payment Innovation."
Catapult Thinking won a Merit Award for its Comdata work, in which it also relaunched the brand with a Website, corporate sales presentation and identity system focused around payment innovation solutions. In the year following the rebrand work, Comdata decreased annual marketing expenses by $500,000 and increased the volume of their website traffic by 15 percent.
"We are very proud of our branding work, and have a solid research platform that we use to frame our strategy," said Mike Mooney, Partner, Catapult Thinking. "We helped both Comdata and Color Kinetics create strong brands that advance their business strategy and reflect their culture.. Catapult Thinking has won 2 ReBrand awards in each of the last four years, and we hope to continue our streak in 2009."
For years, Color Kinetics' primary applications were color LEDs for architectural lighting. Color applications represented a fraction of the emerging market for white light LEDs in general illumination (GI) applications, and the company wanted to reposition itself for a leadership role in that market. Catapult Thinking repositioned the company by developing a brandmark that minimizes its association with color and leveraged its equity in the "CK" acronym. A Notable ReBrand Award was given to Catapult Thinking for its work with the lighting firm.
Color Kinetics' new identity system, launched in January 2007, featured separate colorways for corporate and expressive applications, moderated the impact of "Color" in the wordmark and introduced a logotype that references the "CK" monogram and reads as a light source as a standalone graphic element. During Q1 of 2007, the brandmark was implemented in the annual report and on the corporate Website. In June 2007, Color Kinetics was acquired by Royal Philips Electronics for $740 million.
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