The Client
At Lynton, we love a good challenge. So when VMS Software, a provider of critical software solutions for OpenVMS customers for over 10 years, approached us with the task of refreshing their brand and communication strategy, we were thrilled. Our mission was to help them better engage their audience while respecting their legacy, breathing new life into their digital presence.The Challenge
When we first met with VMS Software, we immediately started working together to determine the scope of the challenge ahead. Their brand messaging and visual identity had remained largely unchanged for nearly a decade, impacting their ability to communicate effectively with existing and potential clients. We identified several key areas that needed our attention:
- Outdated brand identity no longer reflecting current offerings and future direction
- Limited digital assets hampering customer engagement
- Inconsistent communication across the organization
- The need to balance honoring their rich history while portraying their future vision
As VMS Software entered a critical period in its clients' journeys, we knew a comprehensive overhaul of its digital presence and communication strategy was necessary. So, we devised a series of solutions with this in mind.
The Solution
Brand Book Development
Our first priority was creating a comprehensive brand book. This crucial document became the foundation for all future communications, defining VMS Software's visual identity, messaging guidelines, and brand voice. Our team worked closely with VMS Software to ensure this resource would empower their employees to create on-brand content confidently.
Website and Landing Page Templates
Leveraging our expertise in HubSpot's CMS, we designed and developed a suite of digital assets:
- A new responsive header and footer
- Flexible landing page templates
- A versatile interior page template
These templates balance VMS Software's established identity and modern web design principles, and our team of designers and developers thoroughly enjoyed working with VMS Software to create them.
Dynamic Product Listings
One of our proudest achievements was the dynamic product listing system we created. Using custom objects in HubSpot, we built a solution that allowed VMS Software to showcase its extensive product offerings in an organized, user-friendly manner. This system improved the user experience and simplified product information updates and maintenance.
Our Process
We believe in the power of collaboration. Throughout the project, we maintained open lines of communication with the VMS Software team. We engaged in a structured interview process to fully understand their goals and priorities and encouraged a bidirectional exchange of ideas and experiences into all our joint brainstorming sessions.
Our diverse team brought a wide range of skills and experiences to the table, allowing us to tackle the various aspects of the project efficiently. We worked through multiple iterations, refining our solutions to ensure the final product met VMS Software's specific needs.
Results and Impact
The revitalized brand identity we created transformed VMS Software's image from outdated and incomplete to fresh, consistent, and flexible. Internally, communication improved significantly. Our modular content pieces allowed for more frequent and higher-quality client engagement. Content creation across the organization increased, with team members confident using up-to-date materials and messaging.
Our new website templates and dynamic product listings streamlined VMS Software's online presence, enhancing customer engagement and satisfaction. The brand book we developed served as a guide for all these projects, ensuring consistency across all platforms.
Looking Ahead
Our partnership with VMS Software has set a strong foundation for the business's future growth. Their team is already leveraging their new brand assets for upcoming initiatives, including their first large-scale, in-person client event. While currently focused on implementing its new tools and assets, VMS Software has expressed interest in future collaborations on new projects and initiatives.
Want to Achieve Similar Results?
This project with VMS Software showcases our team's ability to modernize a communication strategy while honoring a company's legacy. The result is a refreshed brand identity, improved internal processes, and enhanced customer engagement — all crucial elements for a company looking to thrive in today's digital landscape.
Lynton has the people, skills, experience, and approach to help you break down what can feel like an overwhelming project into digestible, prioritized chunks that allow you to show (and feel) progress throughout the journey.
John Ross
Vice President of GTM Strategy & Revenue Enablement
VMS Software
If you're considering a similar branding and web design project, we'd love to show you how our team at Lynton can help transform your digital presence. With our expertise and collaborative approach, we can help you successfully modernize your brand while staying true to your core values and history! Reach out today and take our website assessment for quick resources on site improvements.
