Tyler Technologies had grown significantly through a series of strategic acquisitions. They needed to develop a brand position and architecture that would help knit their disparate solution suites into one harmonious whole, while creating a greater awareness of the parent brand.
See what Samantha has to say about Agency Creative
"Agency Creative has provided tremendous counsel, creative strength, insights and patience throughout this process. Their partnership and focus on Tyler as a valued client were essential to the success of our new brand.”
Samantha Crosby
Vice President of Marketing
Tyler Technologies
Brand Identity Tyler needed a portable logo mark that could lock up with the parent brand and also be used with their various solution suites: Munis, Odyssey, Incode, VersaTrans, etc. We explored a variety of approaches, but at the end of the day settled on this modern, technological design and a peaceful palette of mossy green and oceanic blue.
Brand Architecture Along with this striking mark, we developed an elaborate brand standards guide and an extensive brand architecture showing every possible lock-up and usage. Everything from business cards to signage, down to how they answered the phone was included.
Print Campaign Agency Creative had flown around the country and conducted a brand audit with the various shareholders of this multi-faceted brand. We conducted quantitative research with decision makers and measured the awareness and perceived strengths of the brand. Based on our learning, we developed a strategy that positioned Tyler as the software provider who understood the public sector better than anyone else. The print campaign carries headlines that speak of how we empower the private sector. Lines like: Our insight. Your empowerment. The tag line summed up the position straightforwardly: Empowering people who serve the public.
Print Collateral The dots that formed the logo were used as a powerful motif in all of our collateral pieces across every line of business. The blue and green palette washed effortlessly over each and every piece.
Website Development We re-skinned Tyler’s existing website to bring everything into brand standards and to make navigation more intuitive. We integrated our solution-specific campaign concepts into a constantly rotating carousel on the home page. And we spread our new theme onto each and every page.
Tradeshow Booths The branding campaign debuted in Denver at the 2009 Court Technology Conference with a 40’x40’ exhibit featuring multiple creative elements developed by Agency Creative. In addition to eye-catching booth graphics, the display featured the company’s new positioning line “Empowering people who serve the public” and a three-minute video developed by the agency.
Internal Launch Tyler’s brand launch started with its most important audience: their employees. Agency Creative helped develop an internal video, posters, banners and screen savers to kick-off the new branding effort using the “We Empower” theme. All of this culminated in a coordinated unveiling in early October 2009 to more than 2,000 Tyler employees and managers in eight locations across the country.
Results Today, awareness of the parent brand is growing without overshadowing the equity of Tyler’s acquired products and solution sets. The internal audience is galvanized and the company’s prospects are beginning to see Tyler as the category leader that they truly are.
