Syndicate
) October 1, 2008 --
Hanson Associates, a Philadelphia-based brand marketing design firm,
recently launched Bentley Systems’
revolutionary new architectural software with an integrated multimedia
brand campaign that evokes the product’s
ability to create extraordinarily complex building designs, with
unprecedented speed, precision and flexibility.
Hanson's approach gave us fresh and creative ideas that were strategically on target
The “Let
the Genius Loose” campaign, launched in
April 2008 at Smart Geometry Convention in Germany, captures the
transformative nature of the GenerativeComponents
design software, which offers new modeling capabilities that frees
architects to pursue complicated structural designs and revisions that
would have previously been too complex or time consuming.
Hanson
created an innovative design for the logo and associated imagery that
mimics the software’s ability to morph from
one design to another – reinforcing the product’s
main attribute. An internet ad campaign, launch site, and branded
materials were developed that inspire and provoke established and new
users and showcase the software’s innovative
modeling ability. The youthful spirit of the ads conveys the brand’s
promise that GenerativeComponents allows the “creativity
within” to be fully realized.
"Hanson's approach gave us fresh and creative ideas that were
strategically on target,” said Huw Roberts,
Global Marketing Director, Bentley
Systems Inc. “Gil Hanson's team was able
to help Bentley position GenerativeComponents beyond the expected, and
gave us a message and image that enabled us to launch a highly
innovative and transforming software product. We generated a lot of
exciting interest in a short amount of time in a cost-effective way, all
of which was vital to the success of the launch."
Gil
Hanson, President of Hanson Associates, said: “Our
ability to listen to the client, appreciate this product’s
revolutionary capabilities and then step into the mind of the architect –
which is both creative and technical –
allowed us to develop a strong positioning, value proposition and
campaign that speaks directly to the architectural community. We
empowered Bentley to launch the brand with confidence and the security
that it represented a new way of thinking of themselves and the product.”
Hanson Associates specializes in developing integrated brand solutions
for a wide range of global marketers, including: American Express,
AstraZeneca, Potlatch, Colgate-Palmolive, JPMorganChase, Pernod Ricard
and Sara Lee. For more information on Hanson Associates’
strategic brand solutions, visit: www.hansondesign.com.
With revenues surpassing $400 million annually and more than 2,000
colleagues around the world, Bentley Systems provides innovative
software for the global architectural community. For more information on
GenerativeComponents and Bentley Systems, visit: http://www.bentley.com/en-US/.