A leading provider of business information delivery solutions with nearly 100,000 systems installed worldwide, the former AVT Corporation grew rapidly through the acquisition of voice, email, fax, workflow, document management and wireless technology companies.

The Case

We developed a brand migration strategy to organize the various companies under one identity, beginning with the coined name Captaris. We instituted the name change using Captaris as an endorser of each of the separately branded products.

Captaris

As awareness of Captaris increased, the products were subordinated to the Captaris identity. All marketing efforts then centered on the corporate brand.

In 2005, the final stage of a three-year strategic brand plan was initiated with a new tagline "The Way Information Moves."

Need Proof?

12% to 78%
increase in corporate name awareness.
$15,000,000
three-year comparable revenue increase on a 7% increase in gross margin.