BlueLock : Brand Strategy

BlueLock is a next-generation data and application management firm competing in the co-location, disaster recovery space. Although similar, in many regards, to traditional co-location and hosting companies, BlueLock is different in some very profound ways. BlueLock pioneered the concept of "Infrastructure as a Service." They offer flexible, virtualized hosting solutions that provide immediate capacity and redundancy without requiring capital investment in additional hardware and infrastructure.

BlueLock found themselves in a very difficult position. They were having to sell against established competition, while simultaneously educating clients on the merits of a new way to purchase and manage their IT infrastructure. BlueLock tapped KA+A to develop their foundational brand strategy and assist in the design and development of the visual expressions of their brand.

KA+A conducted a competitive analysis and a series of immersive interviews with key stake-holders. The insights drawn together in this process affirmed the conviction that BlueLock does truly offer a differentiated service to customers. KA+A worked with Bluelock to develop a compelling corporate identity. This manifested itself in a bold visual brand system and interactive marketing strategy. Working in tandem with BlueLock's management team, KA+A was able to help craft a new vocabulary for their business which created an opportunity to "own the conversation" with sales prospects.

Beginning with their positioning and then moving into corporate identity, marketing communications and web site design, we assisted BlueLock in carving out a brand strategy that placed them in a differentiated position in a marketplace dominated by larger players. BlueLock is currently enjoying the benefits of competing in a category that it helped define – resulting in more account wins and increased visibility in the marketplace.