Unica (IBM)

RainCastle created and implemented a new brand strategy, corporate identity, tagline, digital presentations, website and full range of marketing communications for marketing automation software company Unica, now an IBM company. Read the full story ↓

RainCastle created and implemented a new brand strategy, corporate identity, tagline, digital presentations, website and full range of marketing communications for marketing automation software company Unica, now an IBM company.

Unica had always presented themselves as a technology company and tended to focus on features and functions in their marketing materials. Our customer research led us to a different approach, which focused on the customer first, and positioned Unica as the catalyst for customer success.

RainCastle recommended the power of building Unica's brand around "the U," as it could mean both "you, the customer" and U for Unica. We encapsulated the brand message with the tagline “MARKETING SUCCESS STARTS WITH U!” and expanded it with core messaging including:

  • Discover the U in Customer: Unica delivers customer awareness allowing you to build meaningful customer interactions.
  • Discover the U in Communication: Unica's interactive marketing solutions enable you to communicate with your customers and prospects across all channels.
  • Discover the U in Business: Unica helps you transform your passion for marketing into measurable business success.

With the tagline as the conceptual anchor, Raincastle delivered an integrated set of visual communications and served as Unica’s outsourced marketing communications partner.

When the new Unica brand launched, it garnered substantial positive media attention. Unica was subsequently bought by IBM. Show less ↑

Logo and tagline

Logo and tagline

Website homepage

Website homepage

Digital presentation

Digital presentation

Collateral system

Collateral system

Stationery system

Stationery system

Brand standards

Brand standards
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