Positioning – Creative Direction – Voice Creation – Visual Design
Geospan Branding
Going from R&D to B2Everyone
Geopsan, developers of intellectual property for such efforts as Google Street, decided to leave their quiet role in research and development to emerge as the visible leader and pioneer in spacial computing.
Project
Brand Development
Client
Geospan Corp.
Role
Brand Architect and Visual Designer
History
For three decades, Geospan has helped businesses and government effectively utilize property intelligence through pioneering geographic information systems and spatial computing. Geospan turns built structure data into action through elegant digital solutions for customers who need to solve real world property challenges.
Over their history, Geospan developed and owned I.P. that measures, 3D modeled and tracks property changes. While visionary, many of their ideas were not possible until recently when data storage, computing power and artificial intelligence became more advanced and economically viable. With these advances, Geospan decided to focus on development of more complete B2B and B2C software in addition to the integrations they had been developing. With this change they would need an outward presence that suited their new strategy. I was brought in by the CMO, whom I had worked with at Broadhead advertising in the previous year.
Challenges
Giving a New Face and Voice to an Established R&D Company
Geospan was well known as a GIS research and development company, however they had little or no brand visibility. Most of their I.P. was used as a portion of other larger software initiatives through licensing and sales agreements. To sell software to businesses and consumers, they would not only need to position themselves as a pioneer of technology but as the developers of complex and reliable software.
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A High-Tech Company in Low-Tech Industries
The Geospan product line is diverse and touches many industries including government sectors. Their initial products would cater to the construction industry and more specifically, roofing. Geospan needed to keep its position in the ultra-high-tech GIS community while being commercial enough to be approachable to a diverse and pragmatic audience.
Why haven't we heard of you?
Telling the brand story of why Geospan has been invisible for 30 years was tricky. Whether addressing customers or investors, there must be a plausible explanation for Geospan's lack of visibility. How did a company with such notable innovations fail to step into the spotlight?
Positioning
I initiated the process with discovery, aiming to understand how Geospan was perceived by its target audience in comparison to its competitors. This involved engaging with leadership, the sales team, customer service representatives, attending trade events, and conducting comprehensive competitive and practical research to:
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Identify the target market, their needs and preferences
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Analyze the competitors and opportunities to differentiate the brand
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Develop a unique selling proposition that communicated the brand's value proposition
Positioning statement:
Geospan utilizes complex data property imaging, scanning and artificial intelligence to provide accurate measurements, assessment and tracking of spatial property information.
For government agencies and commercial enterprises who have a vested interest in capturing and tracking real estate property data, Geospan property intelligence software and intellectual property, leverages dynamic, up-to-date data collected with state-of-the-art technology to tackle practical community and business issues.
Value Proposition
What is the main benefit Geospan offers? Efficiency
What is the value that Geospan benefits offer organizations? Productivity
What space in our customers mind do we need to occupy? Engineering
Geospan develops transformative spatial computing to maximize the potential of businesses and communities.
Solution
Geospan's credibility is derived from it's foresight and unrivaled innovation in spacial computing. The new brand was meant to speak to the diversity of applications for the visionary global technology they continue to pioneer. The voice and visual representations reflect the gravity of Geospan's unique position in the world's largest industry, property.
The Brand
Realize Potential with Accurate Intelligence.
For over thirty years, Geospan has helped businesses and government maximize dynamic property intelligence. We bring accurate spatial computing to customers who are inspired to find the best solutions to real world business and community problems.
