Omnibooter

After a three-way pitch, tech engineering software company Embed chose us to help them launch an innovative new type of automotive engineering software product for them.

Many claim to be innovative; it’s a very overused word. But what we realised during the discovery process was that the Embed vision for this product to be the number one automated bootloader on the market within 7 years is not unreasonable; this product is a bit of a game-changer!

Our initial discovery stage included product immersion into the increasingly futuristic world of car programming; attending workshops to fully understand the product. We then facilitated audience and market research, customer telephone interviews and online stakeholder workshops and surveys. During this stage we soon became a fan of a company who really do deliver on innovation; in fact they’ve just won the Queens Award for Innovation to prove it!

The next stage was to produce a full brand strategy report including defining brand architecture, product vision and purpose, competitor, audience and personality strategy. The insights from the discovery stage informed the product USPs, value proposition and positioning, and agreed the benchmarks by which all work could to be tested against in order to succeed.

The first piece of work that then needed to be measured against those benchmarks was the creation of a name. A thorough process in itself, the name we decided worked best after interactive sessions and a process that’s all about co-creation was; OmniBooter.

We then produced a full product identity including templates for all types of collateral, all brand assets including files for use in GUIs and product icons in the brand style, a LinkedIn advertising strategy and creative execution, and a brand toolkit and guidelines.

As was defined in the brand strategy, OmniBooter is a rather unique product in being able to solve apparent contradictions such as speed, security, flexibility and value, in one key building block. It’s also as easy to use as the company are to do business with; a real human side to tech. Added to that, it can afford to be confident, with the famous process-driven Embed rigour creating a data-tight foundation of protection from risk.

All these elements of the product value proposition and personality fed into the Linkedin campaign strategies and creative we then produced for OmniBooter. These focussed on the strange experience of discovering a software which can join together off-the-shelf with customisable; two words previously unheard of in the same sentence. They explored how Omnibooter really does fulfill the dreams of software engineers, who yes, do have dreams too!

The great team at Embed are about to launch their product to the wider world as I type this, and their infectious enthusiasm and expertise will see it go from strength to strength.

“We have worked with David several times over the years on brand development, positioning and execution in terms of consistent creativity. David has an uncanny knack of being able to interpret creatively how a brand should look, sound and feel in a seemingly effortless fashion. He is friendly, easygoing and insightful.”

Simon Lifford – Head of Sales & Marketing – Villa Plus