Case Study
Beyond
the .zip.
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. 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.
The brief
What we did.
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. 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 insight as the basis of the positioning, we developed a new strategic positioning as well as a brand platform, logo, website and sales enablement materials, and redesigned PKWARE's product logos within a new, unified identity system.
What the client said
“We charged your team with capturing the spirit of our vision and positioning us for the future. You hit it out of the park!”
Spencer Kupferman
CEO · PKWARE
The tagline
Data protection,
redefined.
A perception forged in the 1980s was capping growth in the 2020s. The new positioning moved PKWARE from a file-format legacy to a data-protection future.
From the engagement
Vision, verbatim.
We charged Todd and team with capturing the spirit of our vision and positioning us for the future. They hit it out of the park!