CLIENT Terra Dotta - Chapel Hill , NC Based in Chapel Hill, NC, Terra Dotta is a software development company
that specializes in powerful web-based interfaces that automate administrative
processes for universities and other educational organizations around
the world and also deliver learning capabilities to student populations.
These web-based interfaces are available on any computer that is connected
to the Internet or mobile devices such as cell phones or PDAs.
OBJECTIVE
Overhaul Terra Dotta's identity with a modern and highly identifiable
image for their communications package. The project involved letterhead,
envelopes, business cards, direct mail campaign, trade show exhibit,
website development and product packaging.
CHALLENGE
There were three major challenges of this project:
The first challenge
was a tight time schedule. All deliverables had to be ready for an
industry trade show just six weeks after the project initiation date.
The
second challenge was to develop a brand image that would encompass
all of Terra Dotta’s different software offerings and
feature a symbol that would be understood worldwide.
The third challenge was
to design two response-based postcards for a pre-trade show
direct mail campaign to registered attendees that further executed
the branding of the new image and served to drive traffic to the
booth at the convention.
SOLUTION
Terra Dotta's previous logo featured a traditional Dutch windmill.
Gotham's graphic designers took this concept to a much higher level
with several modern windmills in motion, which created an instantly
identifiable and memorable logo mark. The collateral brochures for
each of Terra Dotta's software packages were color coded for easy,
visual identification by Terra Dotta and its customers.
RESULTS
The results for Terra Dotta’s new identity were overwhelmingly
positive. According to CEO Brandon Lee, prior to re-branding, Terra
Dotta’s prospective clients did not make the association between
the company and its software sub-brands. The shared theme and color
coding instantly made Terra Dotta and all its sub-brands easily identifiable
to the market, enabling a much easier cross selling opportunity. The
buzz and momentum of Terra Dotta’s improved identity along with
the intrigue of a more professional image drew a higher traffic count
at their most recent trade show. Terra Dotta has doubled sales the
past several years and is on track to triple sales for 2008.
