When you ask who the leading local businesses are in State College, Videon is always near the top of the list. Touting themselves as a slice of Silicon Valley right here in Happy Valley, they’re everything a tech company should be. Great technology. Stellar client list. Uplifting culture.
It’s both exciting and daunting to serve a fast-paced industry. The digital media space is no exception. Videon gained industry recognition by providing product vision, design, integration, and manufacturing for customers in the consumer electronics, aviation, automotive, healthcare, and intelligent video arenas. While Videon traditionally provided engineering services to a select group of high-end clients, their CEO’s vision went well beyond contract work. He wanted to pivot the company and build a suite of products to address specific market needs. Knowing this shift required a fresh perspective on Videon’s brand and marketing strategy, he sought guidance on how to adapt. And Rowland Creative stepped in.
Our first and most important job was to better understand Videon and its customers. We began with a brand exercise that involved customer interviews, a competitive review, and messaging and tagline development. Our thorough discovery work meant we could create both designs and communication strategies that don’t just would never rely on guesswork.
With a better understanding of our customers and core messaging in place, we turned our efforts toward a new visual identity and key marketing deliverables including New logo and color palette, a complete website overhaul, service sheets, and signage.
At the same time, we established and institutionalized a marketing function at Videon. This included defining a formal MarCom plan and creating a suite of materials that could easily be updated in-house. We also provided mentorship and training to the new marketing team
Once we had groundwork via discovery and design work, we could help Videon establish credibility and standardize their pitch. We created content in the form of blog posts and white papers, standardized corporate pitch deck, and videos to tell the story.
Videon considers the rebrand a major success. The entire company embraced the changes and, more importantly, several customers commented that they were a huge improvement. Compared it to the previous messaging and visual identity, the company brand is far better aligned with its position in the market.
As an organization, Videon has now has a formal marketing department with a strategic plan to move forward. They have a top-notch team that can crank out most of the materials they need in-house – everything from content marketing to product collateral to web updates. As Videon progresses toward marketing products to a wider audience, they’re well prepared from both a tactical and strategic perspective.
Todd Erdley, President, Videon