Portfolio: Brand Identity


Although well known in the international markets, Prime Response had little recognition in the U.S. The new branding program was recommended to create a greater presence, and position Prime Response into an acquisition mode.


Their efforts to gain greater brand awareness in the U.S. were impeded by a fractionated look and lack of a cohesive, dynamic visual presentation of their products and services.


First, a new primary identity was designed that better reflected the dynamics of the company. A graphic standards package was developed for implementation and expanded into a unified print collateral and website ”look and feel.” Second level marketing materials for international conferences were developed for use throughout Europe and the U.S. The strong visual brand system ultimately helped position Prime Response into a successful acquisition by Chordiant.

Case Study 06: Prime Response

Primary Identity

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