ASIware is a team of experienced professionals with backgrounds in the nonprofit sector offering a variety of solutions including software, executive management, and strategic planning. Their team addresses the needs of human services organizations, county agencies, MR/DD groups and small businesses for agile and adept strategies and implementations. ASIware’s unparalleled customer service helps their clients fill gaps in critical competencies through knowledge development and structured implementation.
Holmes has had a working relationship with ASIware, previously Admin Solutions, and we were meeting with them to discuss new options for trade show marketing. In that meeting, their group realized that to improve their public recognition and image at trade shows for example, they needed to take a closer look at their branding. “We did not have a unified brand,” said Jason Hanrahan, Director of Operations at ASIware. “Our image was segregated and needed to be brought together for a consistent look and message.”
After a few quality information gathering meetings, the Holmes design team began exploring identity ideas that embodied the equal parts data organization and customer service that ASIware provides its customers. We brainstormed and sketched several concepts, and then had an internal meeting to decide on three final designs to present to the client. Hanrahan shared his team’s perspective on their involvement in the creative process. “We talked a lot. We discussed our vision, culture and goals with the creative team from Holmes. They took what we said and created a visual image that best represented who we are and what we do. We served as a sounding board and final approver for the materials and branding assets.”
Once the final logo design was approved and a branding guide was provided, we began developing the materials that ASIware needed to promote their new brand at the trade show events they would soon be attending. We designed a new booth display, updated business cards and brochures, and created an after-the-show follow up program that consisted of a branded landing page, personalized postcard mailings, and emails. We also made modifications to the branding of their two existing products, ClientTrax and ChildTrax that created a completely cohesive look when promoting the products and the company together. “We have seen many positive results,” Hanrahan stated. “Individuals that come up to our booth have more direct questions now since they can tell by our marketing assets that we are a software company. We don’t get the question ‘What do you guys do?’ anymore. It allows for a more focused conversation between us and the individual allowing us to draw better quality leads from our time at the booth.”
Our Holmes team thoroughly enjoyed working with the forward thinking, entertaining group at ASIware on every aspect of this project. It continues to evolve as we have applied the new branding to a variety of promotional materials, and we help maintain the potential client communication following the trade show events. When asked if this rebranding process has made him more open to evaluating and making changes to marketing in the future, Hanrahan responded, “Most definitely.”