We’re excited to share the launch of our latest branding project for Connecticut based, Tangoe TNGO (Nasdaq), an innovative IT expense management company. The project was a short and intense 5 month sprint which included strategy, design, messaging through delivery of a sparkling new site.

 

The project was initiated after a brief conversation between Blind’s ECD, Chris Do and Tangoe’s CRO, Michael Pray. It was determined that the entire executive team needed to fly out to Blind’s offices in Santa Monica for a 2 day kick off discovery session with strategists, Chris Do and Jose Caballer. It got deep. Lots of acronyms like BYOD (bring your own device) and TEM (telecomm expense management) were used.

 

Eyes quickly began to glaze over. But once we got past some of the tech jargon, we were able to surface key insights into the pain points of Tangoe’s client base— the I.T. Director and Chief Information Officer.

 

“What we do isn’t sexy, but we save companies money,” remarked Michael Pray. Our clients are the relentlessly efficient, fiscally driven, control freaks, procurement police, tight wads, optimizers, delivery challenged entrepreneurs, budget conscious and budget misers. How do we appeal to them?

 

“We need to be more empathetic towards your customers,” answered Do. The I.T. Director was not just the lifeblood of all modern companies, often misunderstood and maligned, was the unsung hero. We only notice him when things stop working. Imagine if your email system came crashing down. Who is going to reconnect you to your customers? The I.T. Director was not just a hero, he was a super hero, and with Tangoe, had “Super Fiscal Vision”.

 

This notion quickly formed into the design, visuals and messaging for the Tangoe brand and was applied across all key touchpoints including a video which was led by Blind CD, Greg Gunn.

 

 

 

At Tangoe our vision is to empower our customers to deploy and manage their IT assets and services using our leading technology, great people, and global reach so they can focus on delivering their core business faster, better, and smarter. Our breadth of solutions, depth of services, and range of experience deliver the most robust IT and Expense Management platform in the market.

 

 

 

Software: Illustrator, Photoshop
Fonts/Type: Helvetica Neue