Liquid Machines is a venture-backed, software firm providing security solutions for e-mail and software applications.  They are headquartered in Bedford, MA.

Issue:

Managing security is no longer a nice-to-have for enterprises of all sizes.  Over the past five years, the security topic is on the agenda of all C-level executives, yet the constant seachanges of managing the information flow across disparate enterprises is still very challenging.

Most companies that provide security solutions grapple with the tone in which they present their case for improving security.  Often they fall into the trap of selling FUD with the hope the CIO will somehow feel better by only measuring success by providing protection.  Sure CIOs and CIOs need a rights management solution that can secure the entire enterprise, and yes they need it to be standards-based, scalable and interoperable. But the business implications are as important, if not the core of the task at hand. Enter Liquid Machines.

Liquid Machines answers important security benchmarks, but they go much further.   Their rights management solution squarely addresses the issue at the core of data entry and across the inter- and outer firewall. Having their solution sit at the application level enables individuals, IT departments, CSOs, CIOs and C-level executives deploy a department and/or enterprise secure rules and policy management without impeding the normal productivity flow of human capital, digital assets and data.  

Creative Solution:

The agency was initially hired to completely revamp their corporate web site.  As the case with many sites today, they are in their 3rd or 4th generation and much of the content has been patched together over the years for various reasons: time entry over long-stretches of time; supported by various content managers; difficult to update, load and manage the site easily and effectively.

But before the agency put pen to paper, it conducted a competitive brand, positioning, messaging and web-user experience audit.  And we discovered that the category spent more time selling the technical features and less time tapping into the emotional issues and business benefits. 

The agency proactively presented a stronger and defendable position for Liquid Machines - one that evokes the notion of "boundless" and "adaptability", not rigid or unproductive processes for security management.  The agency landed on The Freedom of Security.

This umbrella brand positioning enabled the agency and Liquid Machines to set-up the architecture of all future communications, ranging from the www, to sales support materials.

The www site was built on the agency's WebTop^TM content management software for rapid prototyping, design, execution and most importantly, an easy way for clients to manage their web site without having to pay exorbitant dollars for ongoing maintenance.