Alaress, Branding & Website

Brief

Schoolbox™ is a core product of Alaress Pty. Ltd., a wholly Australian owned provider of digital and web solutions and at the leading edge of eLearning solutions for the K-12 education market.

Alaress' required a strong brand, marketing collateral and an exhibition display with an unexpected short timeframe. Previously branded under a different name, a conflicting trademark forced us to hit the drawing board for a second round. This coincided with a pre-booked exhibition at a major National conference.

Solution

Working to a short timeframe and having to develop a new brand and logo, along with re-creation of all sales and marketing material required some fast and gutsy decisions. We started by developing a digital strategy to include identity design, branding guidelines, content development, a new website and marketing collateral.
Having agreed on a new name, the next step was rebranding. Weeks of sketching and in-house workshops produced the concept of the Whale, reflective of the sea and “Schools” of fish. The new brand image was consistent with our internal brief to appear friendly and support our requirements of communicating to a large demographic – from principals through to IT managers, parents and most importantly students.
The content development phase included extruding knowledge from our Technical Director, James Leckie — who originally built the application. Our in-house copywriters worked tirelessly to produce SEO optimised content. A website was designed to support the new brand guidelines and our Creative Director, Matthew Sam bell hand drew the illustrations and icons used throughout the branding, website and application.
Point of sale and marketing support materials were produced and the process project managed to meet the tight timeframes in readiness for the upcoming exhibition. The new branding also had to be communicated to our current client base and promoted to the wider target market through social media marketing and an email marketing campaign.

Results

We trademarked the name and launched the product within the tight timeframes and launched at the VITTA conference 2010. This resulted in two new clients and a pipeline of strong leads within one week of launch. Feedback from visitors to our exhibition website was fantastic indicating that our product was a stand out against competitors. Our existing clients also provided tremendously positive feedback for our team is accurately representing Schoolbox through the website. The website continues to provide leads and a number of these converting to sales.

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