PKWARE

For decades, PKWARE was known for creating the .zip file compression technology—but that dated perception was hindering their growth as a data protection company. And, although they had been successful securing large government and enterprise contracts, which are lucrative but scarce, they also faced perception challenges when selling into the mid-market and needed success there to round out their revenue stream.

With this compelling insight as the basis of the positioning, we developed a new strategic positioninbg as well as a brand platform, logo, website and sales enablement materials, and redesigned PKWARE’s product logos within a new, unified identity system.