Large File Transfer Made Simple

Accellion, founded in 1999, engaged Landkamer Partners to help transform their brand presence from the perception of a start-up into a larger, seasoned entity with a global roster of corporate enterprise clients and government agencies that rely on Accellion’s products for secure large file transfer. The imagery and brand materials created at the launch of the company had not been evaluated for over six years and did not project the confidence and leadership position Accellion had achieved globally as large file transfer over the Internet became the norm to cut costs and save time. Additionally, the brand visuals were too complex to properly reflect the simple, straightforward implementation of the company’s products and the ease of transferring and managing large files—an Accellion hallmark.

Program Scope

Brand Assessment
Strategy Development / Planning
Brand Identity Elements
Brand Communications Program
Brand Style Guide
Website Development
Product Interface Application

Issues

During our initial management interviews and assessment, Accellion requested a symbol that could reduce to a very small size for perfect e-mail and online reproduction and would not loose its power or clarity. The Accellion name also posed unique design challenges in readability because of the round and vertical forms it contains. Our assessment also uncovered a need for the brand materials to appeal to actual end-users of the file transfer interface, not just enterprise purchase decision makers.

Solution

Our brand development team created a deceptively simple fast, abstract “A” that sits on an angle. The arrow or messenger symbol was then prominently positioned on a system of communication materials and at all touch points. The literature system’s contemporary abstract visuals convey speed and confidence as well as the simplicity of implementing and using Accellion’s technology. We facilitated the quick read of the Accellion logotype by enhancing a contemporary type font for better legibility.

Results

Accellion continues to increase visibility globally within an ever-expanding verticals roster. The company has doubled in size. Landkamer Partners was engaged a second time to develop additional materials for Accellion’s Green initiative which is aimed at fostering understanding of the green benefits of transferring large files online versus older, less environmentally-friendly methods of large file transfer, such as burning CDs and shipping via courier.