Background

StarPIN is a unified messaging service group that centralizes a variety of different telecommunications media – phone, fax, e-mail, voice mail, and so on – in a single, easy-to-use application. StarPIN, had an urgent need to define its place in the market in a time-efficient and creative manner.

Insight

Ninety percent of StarPIN's business was in communications, specifically phone, fax, email, and wireless products. A new positioning, name, and corporate identity were required to make the company’s unique niche in a developing market segment clear to all stakeholders.

Actions

Position the company in a new category. Defined as a unified messaging, StarPIN would have to compete against established telecommunications goliaths like PacBell. Zinc therefore repositioned the new company as the largest independent provider of unified technology for communications, differentiating it from larger, more recognizable competitors.

Create a new brand. Zinc expressed the company's focus on immediate solutions through the positioning line, "One Number. Infinite Possibilities." Zinc also worked with the Versada Networks to develop the name StarPIN.

Craft a compelling corporate identity. Zinc supported the StarPIN message with a logo that illustrates the pervasiveness of the company’s technologies. This symbol-driven identity is clearly legible on everything from billboards to web apps.

Build momentum with integrated advertising. We staged a launch party and developed advertising for the tradeshow at which the company unveiled its new name and positioning.

Results

By redefining StarPIN's identity and positioning in record time, Zinc Solutions enabled the company to meet its media launch schedule, which was highly successful. Zinc’s integrated advertising efforts created broad name recognition and heavy traffic flow to the StarPIN Web site.