Case Study

 

Aspect

Strategic infrastructure ensures consistent branding.

Charting collateral and sales tools.

Aspect Communications, a global provider of customer contact and workforce optimization solutions, was my client in the early to mid 2000s. Aspect was introducing new products and services at a rapid rate. That meant for every new product or service, sales and marketing literature needed to be created. To track and plan new communication pieces, a collateral chart—a visual snapshot of these materials—was developed. This chart showed the hierarchy of the literature from the high-level brochures, annual report and customer videos, to data sheets, customer success stories and white papers. The chart was not only organized by hierarchy but by product or service categories.

The collateral chart was updated on a regular basis and was an excellent tool for the sales team to be aware of the wealth of literature at their disposal for communicating with their customers and prospects.

Aspect collateral chart.

Aspect collateral chart.

Designing the design guide.

I had the opportunity to define and design the Aspect design guide. This guide consisted of the proper usage of the logo, the color palette, and typography. The guide included a pocket for insert sheets with less permanent information, such as the tagline usage. It also had a slot for a CD that contained the guide information, logos in various file formats, plus a gallery of literature examples as a way of communicating the Aspect look-and-feel. The in-house design team, outside creative services providers, and vendors used the guide. Five years later, I updated the guide to include the website design standards.

 
 
Aspect design guide.

Aspect design guide.

Who we are. What we provide. Value propositions.

At the core of the literature was the positioning guide—a reference tool for all Aspect employees and partners who represent Aspect to customers, prospects, editors, analysts, and other audiences. It defined the foundation for all of Aspect’s outbound communications—from marketing collateral, to the website, to all field-selling activities, and beyond.

Aspect positioning and messaging guide.

Aspect positioning and messaging guide.

Building on a solid foundation.

Combining the strength of two guides—the positioning guide and the design guide—the collateral and sales tools were produced with successful results: clear and consistent communication and branding. Below are examples of the Aspect literature borne out of the positioning and design guidelines. You can also see their highlighted positions in the collateral chart.

High-level overview brochure and customer relationship management solutions video.

High-level overview brochure and customer relationship management solutions video.

Aspect data sheet system.

Aspect data sheet system.

 "Aspect in Action"—Aspect's customer success stories.

 "Aspect in Action"—Aspect's customer success stories.

The highlighted areas show where the overview brochure, data sheets and Aspect in Actions fit into the collateral chart hierarchy.

The highlighted areas show where the overview brochure, data sheets and Aspect in Actions fit into the collateral chart hierarchy.