In a Sea of Competitors, Making the Complex Simple and Remarkable.

esXpress provides a unique data backup solution in the extremely crowded IT virtualization  space. It with traditional backup companies many times its size, but does so with an extremely simple and potentially disruptive technology. Recently funded by a well known venture capital firm, the company's new executives wanted to gain attention for the company with the next release of its software.

Idea-ware saw an opportunity to leverage the simplicity of esXpress' technology and create a powerful simple brand that conveyed how simple and logical its product and approach were - one that would leave IT directors scratching their heads and wondering "Why didn't I think of that?"

We conducted a rapid competitive analysis to quickly identify messaging that would most effectively position esXpress vs its competition. Then we created simple vector-based diagrams to illustrate the simplicity of their approach. And finally we pulled it all together into 4 different documents with a new simplified "racing stripes" brand to evoke speed and simplicity the hallmarks of their product.