Core Associates designs and builds software, from the ground up, based upon extensive user-group feedback. The result is timberscan, timberscan mobile, and a growing suite of applications that solve real-world businesses challenges faced by Construction, Real Estate and Contractor firms.
Today, timberscan is the market leader for A/P processing and Enterprise Content Management. Over the past decade, it’s been chosen by over 1,300 companies and 22,000 users.
Each year, Core Associates relies on the annual TUG National Users Conference – the largest conference in North America that brings together all levels of users of Sage 300 Construction and Real Estate, Sage 100 Contractor and Sage Estimating to meet, share knowledge, ideas and experiences.
The goal was clear – to break through the noise and clutter traditionally associated with tradeshows and help attendees better understand the unique value proposition of Core Associates, and its suite of software solutions. The results? Mission accomplished. Core Associates enjoyed one of their most productive, and profitable exhibits in its 10-year history.
Outsource Marketing was asked to design a new brochure, develop several logos, and create an on-brand tradeshow exhibit, including a large, tradeshow wall graphic and pop-up banners.
Our Plan of Action
This brochure had several objectives. First, it needed to communicate, in simple and easy to understand language, the value proposition of timberscan as well as timberscan mobile – how these products solve specific challenges or ‘pain points’ being experienced by target customers and integrate with Sage 100 / 300 CRE respectively.
Second, it need to communicate the idea that timberscan is supported by a growing suite of applications (Capture, Commander, eForms) that remedy additional business challenges being faced by clients. Lastly, the brochure needed to boldly and creatively reinforce Core Associates’ brand essence and help the prospect envision what a future with timberscan would look like.
For any brochure to be successful, it must communicate on multiple levels (works, images/graphics, etc.) and impart information in ‘bite-sized’ chunks. Information that, taken individually, answer a logical, sequential list of questions or concerns that likely reside in the minds of potential customers. It must tell a story that places the reader at the centre, and helps them fully appreciate how a product or service, in this case, timberscan and its suite of applications, will put them fully ‘in control.’
A refresh of the Timberscan logo was our next priority. The existing logo had established significant brand equity over the years, so the objective was to refresh the identify inline with the recently completed Core Associates brand strategy.
In choosing a new font, our criteria included selecting a family of fonts that was modern and streamlined, but still had a degree of personality that was consistent with the Core Associates brand. It needed to be appropriate to the software/tech space, be forward looking but not overly technical or futuristic. The right font family needed to balance the ideas of progress and innovation with confidence, conservatism and control.
The Ts in the logo were streamlined and re-balanced – creating more “breathing room” between the various elements of the graphic. The Ts are now cleaner, more efficient and, as a result, the aesthetics of the graphic have been simplified. In addition, the direction of the Ts were reversed – they now move clockwise representing progress and forward movement. Previously, the Ts were presented in a counter-clockwise direction.
An outer-ring was added that transitions in colour, clockwise from light to dark, to create an additional element of transition and progress. Finally, subtle shading was added to the graphic to enhance its visual appeal.
For the Timberscan 100, 300 and mobile versions of the logo, a horizontal element was added underneath the word-mark to “hold” the different descriptors of the main timberline product. To continue the idea of movement, progress, and transition to a digitized environment, subtle shading was added. The colour of the outer-ring for Timberscan 100, 300 and mobile matches the colour employed in the horizontal element.