Contact

Portfolio

Brand + vCMO Services for as a Service MSP
samples- LexahBrand + vCMO Services for SaaS + MSP

Compugen, Inc.

IT Services | 1,001-5,000 Employees | Toronto, Ontario

 

Untitled design (4)

Project Summary

MarketDesign helped this global IT services provider build and launch their updated brand platform through storyboarding, creative concepting, tagline development, color theory, strategic messaging, and a full website redesign. 
Untitled design (5)

The Challenge

"We launched the US business several years ago and brought their team on as we were trying to accelerate growth in the United States specifically. It was important for us to find a unique brand identity, differentiators, and a way to attract top talent."

counter_image

%
Group 44

Happy Clients

counter_image

%
Group 44

Happy Clients

counter_image

%
Group 44

Happy Clients

counter_image

%
Group 44

Happy Clients

northriver stationery (2)
Terry Mirza, President, Compugen Inc.
“

“Their understanding of both traditional and digital marketing, as well as the tech industry, has been very helpful to us. They can connect our day-to-day work and processes to why we’re doing them.”

Terry Mirza | President, Compugen

The Approach

"They took a consultative approach, helping us decide that we wanted to kick off with a workshop. Kara (Founder + CMO) visited our office for a one-day management workshop where she walked through our vision, mission, purpose, values, and more with us. We also began looking at possible keywords. During that effort, we started clustering words, examining color schemes, and thinking about organizations and taglines in both the consumer and business world.

From there, they offered a methodology and approach to move through a brand pyramid. We used this framework to build our brand on the foundation of our mission, values, and vision. Their work touched everything from our digital strategy to taglines and brand templates. We took an iterative approach, even including our chairman and founder on feedback rounds."

In the end, they’d helped us with everything in the brand pyramid: storyboarding, conceptualization, taglines, color schemes, messaging, a website launch, and more.

CSI Full Logo w Tagline
CSI Square Logo


How did you find MDCo?

"Because branding is important for staff, the market, and more, I spent about six months finding the right partner. I spoke to about 20–30 firms about the work, all referrals from other respected CEOs in the business. I landed on (MDCo) because of their knowledge of branding and market strategy combined with domain expertise, which I initially didn’t think would be hugely essential. Having a knowledge of the industry was very important, and several other firms we considered didn’t have that understanding of the IT space.

Secondly, we quickly discovered that their president and owner has a very deep passion for her work. From the start, it felt like our engagement was more like a consultancy partnership than an outsourced team structure. I got a good feeling about their willingness to go on our journey with matching levels of emotional engagement. They understood what we were asking for and wanted to be a part of it, which was very important."

samples- Lexah (1)

The Outcome

"It’s been a great partnership. Using a series of workshops to unite our engineering, sales, marketing, customer service, and other teammates through guided facilitation was very powerful. I’m proud of the work.

Leaders at the company are proud too because they were a part of building it. That experience allowed them to rally around my services. Teammates didn’t know what to expect from this project, but they left the workshops feeling committed to and understanding our company vision. Understanding our purpose in executing our day-to-day work gave us a unified rally cry that will be felt all the way through to the recruitment process.

(MDCo's) understanding of both traditional and digital marketing, as well as the tech industry, has been very helpful to us. We have customers and people from large companies commenting on our brand, saying that we’re creating a unique home for passionate employees that the generational workforce wants to be a part of.

Their team brought tech and IT to the forefront of the working world through our deliverables, and we’re seeing positive responses from customers on our newsletters and blogs. People are finding us and deciding they want to join our journey."

G4G Infographic 2021-08-30 at 12.36.01 PM

What was unique about MDCo?

"Kara is a good listener. Their team has a great ability to hear us and accurately interpret what we’re saying, making them stand out in the creative process. They can connect our day-to-day work and processes to why we’re doing them. Their ability to listen to our timelines, budget, constraints, cost, and vision to execute on all of it is amazing."

Untitled design (3)

Any final words?

"They’re committed to you, so you also have to be committed to them. For instance, they send forms to prepare for workshops. If you put thought into completing them beforehand, that will benefit you."

Thank you, Compugen Inc., for the opportunity to help design your unique place in the IT space. -MDCo