Our marketing engagements with Teradici began in 2008 as Teradici began to launch their innovative PC-over-IP (PCoIP) technology.
PCoIP eliminates the need for local CPU power, because the PCoIP protocol compresses, encrypts and transports image pixels to a PCoIP-equipped end user device, which in turn displays the image on the screen. From a user’s perspective there is no difference between working with a powerful local computer loaded with software, or working on a ‘zero client’ that simply receives the display images via PCoIP. However from a security and capability point of view, the difference is huge. Users can work remotely using simple, standard devices while all the computing power and the data resides securely in the data center. This means any PCoIP-enabled device – smartphone, tablet, laptop or desktop – can become a secure workstation with the computing power of a server.
Our initial engagements in 2008 centred around basic positioning, messaging and go-to-market programs, and included a refresh of the original website along with some clean-up of the corporate branding. These engagements were followed up with a series of videos, tradeshow booth designs, the development of a channel partner portal, case study creation, and various enhancements to the website.
This corporate identity project came about in 2013 when Teradici was struggling to have their website developer create design concepts for a refreshed corporate website. Earlier that year we had engaged in a series of strategic sessions to explore and refine Teradici’s corporate positioning, yet this was not being adequately translated into the visual presentation of the new website designs. It became obvious that a complete refresh of the corporate identity was necessary, and that this should include not only the website but all other visual components.
We generated a series of website screen flats at the same time as exploring a new logotype and corporate visual, and how these could be deployed in a new look and feel throughout all communications. Teradici continued to use the original website developer and the screen flat files were passed to them for programming and implementation.
The new logotype consisted of a modified font that enhanced legibility. It was combined with a ‘pixel cloud’ that would add excitement and could be used as a design element throughout the communications to provide visual continuity.
A corporate graphic was developed to capture the positioning of PCoIP technology as ‘the fabric of the virtual workspace’. The corporate graphic could be used in various versions of increasing complexity and colour.
As PCoIP technology can be used in any industry, we specified a particular photo treatment to normalize the appearance of photos wherever they were used, which in turn heightened the colours of the pixel cloud and corporate graphic. Photos were chosen to represent key target markets, and particularly those that were visually exciting.
The corporate identity project was rounded out with designs for a series of new literature templates, a logo usage guide, colour guide, and image use guide.
Since 2013 we have continued to provide marketing support to Teradici, including video creation, case studies, graphics for tradeshow booths, and innovation stories.