Rebranding an Optical Software Startup

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Company Profile

LOCATION:  Michigan

INDUSTRY:  Healthcare software

WEB ADDRESS:  www.acuitylogic.com

Situation Overview

Having worked in the optical services industry for over 20 years, IT2 Solutions’ founder Sam Nasser knew he had a hit with his optical office software product.  His team was completing development of a practice management and point-of-sale (POS) solution for single location and multi-location eye care practices.  But before beta launch, they needed a new brand that represented the innovative nature of his product.  “I named the company IT2 Solutions to just quickly file the legal paperwork, but knew it had to change,” says Nasser.  He and his team turned to Clarity Quest to explore options for creating a brand as well as developing a company website, collateral, advertising, and a trade show booth.

Process

With a significant trade show fast approaching, an aggressive goal was set to completely rebrand and reintroduce the both the company and the product at the event. Clarity Quest rechristened the company AcuityLogic and named the product Blink. “Through our discovery phase we found the company and a conservative industry were more comfortable with a literal company name reflecting both the optical industry focus and the fact the product is software,” says Clarity Quest’s creative director Casey Frushour. “But a more evocative product name was appropriate. Blink really represented the attributes of the product brand: innovation, speed and ease-of-use.”

New logos were developed along with complete positioning and messaging for the company: a mission, vision statement, headlines and corporate overview. In only 3 weeks, Clarity Quest designed, wrote, and coded the corporate website, launching the new brand.  AcuityLogic introduced itself successfully at the trade event and its new, stronger brand presence helped move the company forward and enhance its reputation.

Results

• AcuityLogic has a powerful and cohesive brand that resonates with its audience and accurately conveys the company’s products and services.
• The company’s first website presents key information about AcuityLogic’s offerings, positioning them as industry experts and encouraging visitor conversion.
• The company was acquired in 2010 by Eyefinity/OfficeMate, part of VSP Global – one of the largest players in the optical services market.