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mizrahi ideas: for a change

Brand Development and Marketing Materials

  • An innovative company that designs, installs, and maintains customized security systems that integrate physical security devices, electronic technology, and information (IT) systems
  • One of the region's fastest-growing companies, having doubled revenue and nearly tripled employees within a four-year period
  • Needed updated brand and comprehensive marketing and sales materials to support growth and expansion of offerings and to capitalize on national business opportunities

Challenges

  • Existing brand did not convey key strengths — specifically being innovative and consultive — and had little recognition outside region
  • Website design and content were outdated and had a "small firm" look and feel
  • Lack of effective, quality print collateral; sales support materials scarce and not coordinated
  • M&A activity, fast growth, and relocation of headquarters to Pittsburgh created communications challenges

Solution

  • Work closely with executive leadership to understand strategic planning and vertical markets, assess existing materials, then clearly define communication and information needs
  • Provide end-to-end support: market and competition brand research, development of brand messaging and visual identity, production of all needed materials, and ongoing consulting
  • Develop new, unifying brand from ground up, including vision, core values, and support points; ready-to-use brand statements and messaging; and all aspects of visual brand
  • Create online Brand Resource Guide to ensure consistency and to provide authorized individuals with 24/7 access
  • Develop employee presentation and communications support to ensure understanding

Results

  • A smooth transition from an older, regional brand known for being task-oriented to a younger, innovative brand that positions Intertech as a national industry leader
  • New brand reinforced efforts to unite stakeholders behind single corporate culture
  • High-quality platform, website, and communication materials achieved immediate goals and provide excellent foundation to increase sales
  • Extensive work completed in six-month period, with supportive consulting extending to one year
  • Cost savings due to Intertech Security being able to update website content internally

Mizrahi’s successful brand development campaign for Intertech Security included:

  • Marketing Communications Plan – Assessed all existing materials; evaluated target markets, products, and services; and provided brand-focused SWOT analysis and recommendations
  • Brand Development – Developed brand framework, including core values, personality, and key messaging
  • Visual Brand Elements – Designed and codified logo and logo library, photography/illustration styles, typography, and color palette
  • Online Brand Resources – Centralized all necessary guidelines and downloadable templates, enabling multiple offices and salespeople to have anytime, anywhere online access
  • Website – Created site map, designed graphic user interface, developed content and SEO strategy (including copywriting), and handled all aspects of design, programming, and testing for launch; integrated content management system and trained staff on use
  • Comprehensive Marketing Communications Materials – Designed scalable, integrated materials including business stationery, capabilities brochure, pocket folder, PowerPoint template, sales support sheets, and proposal system
  • Strategic Consulting – Provided flexible, time-and-materials consulting arrangement to cover wide range of consulting needs on an as-needed basis