Banfield-Seguin Helps Mentum Launch its Brand and New Corporate Offices
November 27, 2007
Mentum, the former Planet EV wireless network planning product line from Ericsson and CTS Ellipse software business, launched its new brand and global research and development centre located here in Ottawa, on October 25, 2007. The site is the focal point for Mentum Planet development, employing more than 40 employees, including software developers and research engineers, as well as the Mentum Americas support centre. The formal launch event was planned to celebrate the grand opening with employees, investors and special guests.
Banfield-Seguin was the Marketing Communications Agency behind the Mentum naming and identity creation. John Charette, Creative Director at Banfield-Seguin, gives some insight into the creative development process:
“We worked towards developing a corporate identity that would convey the right attitude and corporate presence. The creative look conveys ‘momentum’ and dynamic range for this for forward-looking cellular network planning and optimizing company. Orange is a contemporary colour that also evokes a sense of power. We also developed a naming convention for the Mentum product line, considering the importance of keeping the brand cohesive over the long term.”
Banfield-Seguin had to work under severe time constraints in order to have the Mentum messaging and identity ready in time to produce material for the launch. The objective was to ‘aggressively’ position Mentum in the marketplace and build excitement for their employees, investors and Board members.
The array of materials designed and produced included roll up banners, an attractive saddle-stitched corporate brochure, a generic kit folder, a Corporate PowerPoint presentation, Word templates for pieces such as media releases, data sheets, Corporate Bio sheet and backgrounder, and a CD label for the press kit.
“We’re a global growth stage company with a large installed base that operates like a new entrant. BSL understood our requirements and our unique situation,” says Colin Urwin, Director of Marketing for Mentum. “They pulled together an impressive identity campaign that allowed us to go strongly into the market.”
