Adopt Technologies Case Study

We were hired to evaluate the existing brand and redefine it, establish the messaging and iconography and develop the marketing strategy. Other than a logo design and basic website, nor formal marketing plans were developed.  Key performance measures were established and the goal of a 30% increase by month 12 was set.


Three key hypothesis were formed along with related key assumptions and riskiest assumptions which were validated. Exploration included employee interviews, client interviews as well as a SWOT analysis of marketing in the IT services for SMBEs realm.

Approximately 20 interviews were conducted and a variety of major communication sources were evaluated including Bain, Harvard Business Review, CNET, IBM and other leaders in the managed IT Services and Cloud Computing industry. Major local competitors were evaluated looking at their websites for the "Big Idea," as well as their proficiency in delivering key messages to the right target audiences, use of iconography or other means to tell a story and whether or not any deal killers were present.

Results: Every employee was energetic, felt a sense of value in working for the company, believed that his or her key strengths were appreciated and maximized and they all demonstrated a healthy respect and admiration for the owners and each other. Every employee believes in the primary directives of customer service backed by compassion for the customer, a desire to achieve best practices and to go beyond what is expected of them.  Every employee demonstrated authentic respect and admiration for the management team.

Every client held a positive opinion of Adopt Technologies based largely on the customer service and their confidence the company leaders as a service partner who understood their company, their particular needs and that he has their best interests at heart. Every one of them perceives value in the relationship and the services provided.  

The characteristics of an adoptive parent emerged in synchronicity with the name of the company and the reasons behind its logo: the owners adoptive children.

Four design directions were presented to the client, with the final direction shown here.

Old Website

Filled with technical jargon disguised by developer as "keyword rich content," with no personality for the brand emerging and not speaking to the target audience directly. The old site was focused on educating visitors about cloud computing rather than addressing their needs or connecting with them in a personal way.

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New Website

  1. Don’t sell technology. Sell solutions and how well you understand the needs of business.

  2. Sell the “Adopt Technologies” why, way and culture.

  3. Use technology and images to sell without telling. 

    “If you tell them everything at once, they will remember nothing,” -Ghandi

  4. Invoke emotion through the use of familiar iconography unrelated to IT but with a metaphor that people can resonate with and understand.

  5. Increase business through strategic communications

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An elephant is the visual representation of the emotional components of the Adopt Technologies. It symbolizes both the client and the spirit of Adopt Technologies. It’s purpose is to evoke emotion and connection.  The light symbolizes Adopt Technologies taking our clients from darkness to light and it echos the clouds in the company logo and the feeling that it evokes. The elephant stands on a field of misshapen pavers with plant growth between the bricks.

This symbolizes a specific and planned path but the path must be navigated with care so as not to trip. The overgrowth also symbolizes the myriad of little details that companies overlook that can eventually overcome and cover the path. The dark clouds in the background enhance the mood yet there is a hint of sunlight on the horizon signifying a new day and a new approach to solving IT challenges.