Brand Strategy

The Message and Brand Story

Rarely do you get a chance to work with a client so convinced that they can change the way cancer is diagnosed and treated that it energizes an entire agency. That was the case with Inspirata. After spending five minutes with founder Satish Sanan, it became clear that he had the resources, vision, and passion to shift an entire industry. With significant backing from major investors including the founder of NetJets, Satish came to Bluetext to launch a brand in a very short time. He wanted to focus on building and executing the business and asked us to develop a name, logo, messaging, website, brand story, process and video. The Bluetext team was up to the challenge.

The Name

Creating a name across the medical informatics industry is a challenge as every great idea seems to be taken. But after an extensive messaging process and a team that was open to exploring many possibilities, we came up with this concept of Inspirata, meaning inspiring data. By digitizing the entire pathology workflow process, Inspirata is focused on transforming cancer diagnostics and driving better patient outcomes for people across the globe. They are focused on inspiring a market and everyone fell in love with the name Inspirata.

Brand Presentation

The Logo

Clean, elegant, professional – that is the hallmark of this brand, and the logo is designed as a simple yet elegant mark that is recognizable but not overpowering.

Corporate Visual Identity

Bluetext designed a corporate visual identity system that aligns perfectly with the brand mission and story. It is simple and elegant but not overpowering.

Website

The centerpiece of the Inspirata brand is a powerful, responsive website designed to be easy to use, easy to navigate, and drive users down a path to understand the vision and mission of Satish and his entire management team. Big bold imagery, vibrant colors and lots of original content are the hallmarks of this powerful website which can be found at www.inspirata.com

Brand Delivery

In advance of the company’s launch at the USCAP 2015 Conference in Boston, Bluetext designed a powerful tradeshow booth to highlight the pathology office the future, designed an interactive infographic which demonstrates the company vision of transforming the case review of the future, and developed, in partnership with Philips, a partnership video to talk about the impact the two companies will have on the global digital pathology market.

For several companies, the new HTML5 and video based immersive executive experiences Bluetext has been creating are delivering amazing results. For example CSC (Fortune #175) is seeing this experience as #1 out of 12,000 website pages in its domain. These digital experiences represent our clients’ commitment to leading-edge user experiences for thought leadership, sustainable technology, and delivering deep, rich contents to address the requirements of their diverse personas.

“Our new Immersive Executive Experience offers an incredibly powerful demonstration of 3D, with unmatched visual quality and fidelity,” comments Ray Holloman, Director of Marketing and Digital at 1,300 employee firm NJVC. “The new web design and digital experience is integral for immersing our customers in understanding our Mission Critical IT capabilities.”

NJVC was looking for a new powerful message to the market as well as an immersive experience. The video snippets of this experience below provide a good sense of how we are merging marketing campaigns with thought leadership content marketing.

Bluetext, a top digital agency in Washington DC, has produced these user experiences for CSC, McAfee, Intel Security, Deltek, TalkShop, Cooper Thomas, GovPlace, Futures Industry Association, VMWare, and NJVC and would love to explore producing one for you.

Nick Panayi, Director of Global Brand and Digital Marketing at CSC stops by the Bluetext Buzz Lounge to share his thoughts on trends in digital marketing.

Magellan Federal Vice President Mike Braham talks about what he looked for when selecting the best agency to develop the Magellan Federal brand, and why he chose Bluetext.

The majority of Bluetext public relations engagements are ongoing retainers with clients looking for long-term, strategic PR support – whether it is a client transitioning from a former PR agency or engaging with an outside agency for the first time.

But from time to time, our public relations work revolves around a single project. It could be a startup seeking to maximize coverage of a venture capital funding round announcement, a technology company establishing a presence in a new country or geographic region, or other scenarios of that ilk. What’s great is that sometimes those one-time projects become something more, and even if they don’t, the experience is almost always a rewarding one.

The Bluetext team recently completed a PR project different than most: the client, Galois, was set to be featured in an upcoming national TV news segment, and it wanted to maximize and build upon this lightning-in-a-bottle opportunity.

First, a little background on Galois: Founded in 1999, Galois applies cutting edge computer science and mathematics to solve difficult technological problems for military and commercial organizations. Galois produced a software programming language that made drones and UAVs invulnerable to attack. As importantly, the technology was developed to be applicable to prevent hacking of control systems in air and ground vehicles such as the increasingly connected modern automobile.

What made the project rewarding for Bluetext is the passion that oozed from everyone at the organization – from the CEO on down. To be able to work with individuals who are committed to improving security at the citizen, enterprise and national defense level inspires our team to do great work.

The national TV segment ran in February 2015, and though Galois’ part – as is often the case – was narrowed for time purposes, it remained a great opportunity to share Galois work with its target audiences – government, military, contractors, enterprise.

Bluetext pushed ahead with a strategic plan built around converging interest, policy developments and public awareness of security vulnerabilities associated with Drones, UAVs, modern automobiles and commercial aircrafts. Bluetext worked with Galois executives and subject matter experts to develop high impact pitches, a press release, and access to third party, credible researchers that could validate the importance of Galois’ work.

In addition to interviews arranged with CNN, CNBC, USA Today and The Washington Post, coverage was also secured in numerous publications listed below over a compact, six-week period:

Drone magazine — http://www.dronemagazine.net/drones/software/galois-develops-anti-hacking-software-for-commercial-uavs

GCN — http://gcn.com/articles/2015/03/17/secure-drone-software.aspx

The Washington Post – http://www.washingtonpost.com/business/on-it/can-you-vote-for-the-next-president-on-your-smartphone-not-just-yet/2015/04/04/8028a174-d715-11e4-8103-fa84725dbf9d_story.html

NextGov — http://www.nextgov.com/cybersecurity/2015/03/pentagon-path-launch-hacker-proof-boeing-drone-2018/107250/

DefenseOne — http://www.defenseone.com/technology/2015/03/pentagon-launch-hacker-proof-helicopter-drone-2018/107355/

EnGadget — http://www.engadget.com/2015/03/16/pentagon-wants-unhackable-helicopters/

ExecutiveBiz — http://blog.executivebiz.com/2015/03/boeing-built-unmanned-aircraft-set-for-flight-in-2017-john-launchbury-lee-pike-comment/

Unmanned Aerial — http://www.unmanned-aerial.com/e107_plugins/content/content.php?content.970#.VQwjlGTF_0o

UAS Magazine — http://www.uasmagazine.com/articles/1029/galois-develops-software-tools-to-make-better-uas-systems

Bend Bulletin – http://www.dailyherald.com/article/20150411/business/150419974/

Chicago Daily Herald — http://www.dailyherald.com/article/20150411/business/150419974/