Imageright

If You Dominate Your Market, You Own It

ImageRight was considered an iconic brand in its day. One of the first content-management systems developed for the insurance industry, it dominated the market. From April of 2004 until the acquisition of ImageRight by Vertafore in April of 2007, everything you perceived of the ImageRight brand was our work.

From the brand positioning to the graphic mark, from the advertising and the website to the collateral materials and the direct mail, the design and the content were all created here.

There were people in the room who actually got emotional during your creative presentation. You understood our brand and our culture completely and captured it perfectly. You reflected it in your work effectively and powerfully. And your marketing program brought order to chaos.

Mike Jansen

Co-Founder

The Challenge

When we first met with the folks at ImageRight, they told us they were perceived as the Beverly Hillbillies of the insurance industry. As a small company in Conyers, Georgia, they didn’t believe they were being taken seriously.

The Opportunity

We met their people. We saw their product. We observed the six-week product training every new hire was required to complete. We witnessed their commitment to their customers. And we felt their principled dedication to integrity. All we had to do was communicate all that.

The Challenge

When we first met with the folks at ImageRight, they told us they were perceived as the Beverly Hillbillies of the insurance industry. As a small company in Conyers, Georgia, they didn’t believe they were being taken seriously.

The Opportunity

We met their people. We saw their product. We observed the six-week product training every new hire was required to complete. We witnessed their commitment to their customers. And we felt their principled dedication to integrity. All we had to do was communicate all that.

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Pixel

Identity

Since the unit of measure in digital images is the pixel, we created a graphic mark that used pixels as building blocks, appearing on a page of the paper that ImageRight eliminated. And we created the impression that the mark and the brand were moving forward, always forward.

Web

Even in 2004, an effective website required more than static pages built in a program named for a song by Gary Wright. We built a more functional site with better graphics, better content, an intuitive content-management system, and a database in which to collect prospect information.

Advertising

With a story as good as ImageRight’s to tell, we created several ad campaigns. We also used advertising to celebrate the addition of ImageRight customers. Given the success of the company, we were able to celebrate those additions in increments of 100.

User Group Conference

Since the ImageRight User Group Conference attracted attendees that numbered as many as 1,000, we branded the conference. Every year, we created new materials to reflect the theme and the activities of the conference. But we did it under one brand, with one set of conventions.

Direct Mail

We decided to use direct mail as an extension of the advertising campaigns. We also targeted the direct-mail campaigns to particular lines of business — life, medical malpractice, property/casualty, and surplus lines, as well as to brokers and MGAs.

Pixel

Given the rate at which ImageRight ended up outselling its competitors, the trade magazines couldn’t have been expected to give the company commensurate coverage. So, we created a magazine, called it Pixel, and used it to establish the industry authority ImageRight had earned.

Identity

Since the unit of measure in digital images is the pixel, we created a graphic mark that used pixels as building blocks, appearing on a page of the paper that ImageRight eliminated. And we created the impression that the mark and the brand were moving forward, always forward.

Web

Even in 2004, an effective website required more than static pages built in a program named for a song by Gary Wright. We built a more functional site with better graphics, better content, an intuitive content-management system, and a database in which to collect prospect information.

Advertising

With a story as good as ImageRight’s to tell, we created several ad campaigns. We also used advertising to celebrate the addition of ImageRight customers. Given the success of the company, we were able to celebrate those additions in increments of 100.

User Group Conference

Since the ImageRight User Group Conference attracted attendees that numbered as many as 1,000, we branded the conference. Every year, we created new materials to reflect the theme and the activities of the conference. But we did it under one brand, with one set of conventions.

Direct Mail

We decided to use direct mail as an extension of the advertising campaigns. We also targeted the direct-mail campaigns to particular lines of business — life, medical malpractice, property/casualty, and surplus lines, as well as to brokers and MGAs.

Pixel

Given the rate at which ImageRight ended up outselling its competitors, the trade magazines couldn’t have been expected to give the company commensurate coverage. So, we created a magazine, called it Pixel, and used it to establish the industry authority ImageRight had earned.

Next Steps

We won’t promise to make your brand iconic. But we will promise to give it our best shot.

If you want to give you brand its best shot, please contact us today.