IPValue: Rebranding a sophisticated company with a cocktail party tone
While at Ottawa’s McMillan agency, I helped establish a significantly new and informal brand voice for a company of highly educated financial experts. IPValue is small, specialized team that manages intellectual property portfolios. My contribution began with the positioning line “Great things happen when ideas prosper” and continued throughout the corporate web site, where the tone of voice had to balance the confidence of a trusted advisor with a casual and human feeling.
