InitMarketing Develops New Corporate Identity and Marketing Collaterals for YMC

It’s been quiet for a month on my Weblog due to still increasing demand for the services offered by InitMarketing. The more I am happy to be able to present some of the work we are doing for our clients.

In June, we started to work with YMC on what we labeled “marketing phase 1”. This project set out to build a completely new corporate design and identity. We re-defined the positioning and branding of YMC, re-launched their corporate website regarding visual appearance and content, created marketing collaterals and more.

About YMC

YMC is located in Switzerland. Their software is what we categorized as “Open Source Web 2.0 Content Management” and it is named Volano. Volano is based on eZ Publish and – you might have already guessed it – provides some cool Web 2.0 functionality on top of it. Volano itself is available under an Open Source license to YMC’s customers.

YMC provides support and services for Volano and currently focuses on the DACH region (Germany, Austria, Switzerland). One major customer of YMC is Swiss Televsion SF where they use Volano for the website related to the daily news broadcast SF Tagesschau. A highly interesting implementation done by YMC is 029, a Web 2.0 portal where social travel booking takes place: A group of people can find the best package for joint holidays.

Corporate Design

Most of all, I am happy about the results achieved in creating a new corporate design for YMC. We started with the logo and then moved on to designing the website.

YMC new website

New YMC Website.

I especially do like the rings and the illustration used in the banner. The rings symbolize communities that sometimes overlap. The pieces of the rings sum up the individuals who are members of the community.

The illustration is great because it is a creative piece of art that is in sync with the banner’s claim that YMC combines spontaneity and quality in it’s Web 2.0 content management solution. Most importantly, the illustration highly differentiates YMC from other software companies, who tend to use stock photos of architectural buildings or even worse, of two business men shaking their hands.

The new corporate design also works well regarding booth designs, as this picture shows, taken at OpenExpo a few days ago:

YMC OpenExpo booth

YMC booth at OpenExpo 2008 (Credit: Andreas Heer).

The corporate design work also included the design of business cards, presentation slides, case studies, etc. and we are about to deliver the style guide to YMC.

Marketing Collaterals

We at InitMarketing assisted YMC in re-structuring and re-writing the content of to have it in sync with the more focused brand identity of YMC. We are currently in the proccess of coaching YMC when it comes to identifying and writing about thought leader topics on YMC’s corporate Weblog. Furthermore, we helped YMC in writing two case studies and delivered a case study template to them.

All this marketing work forms the basis for the public relations activities we just started for YMC.

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