redpepper Integrated Ad Agency

Launching a first

The embroidery software industry is far from Mac® friendly. To date, almost all options have been geared toward PCs. Mac users either work on a cross platform (reluctantly) or don’t buy embroidery software at all. So, when SVP Worldwide told us they were getting ready to launch the first complete personal embroidery software for Mac computers, we were thrilled. We were even more thrilled when they asked us to help create a brand for it and then take the brand to market.

Building the right personality

Apple is known for its simple, clean design. The embroidery industry is not. We knew that a straightforward, uncluttered brand would not only resonate with our Mac audience, it would drastically stand out from any other embroidery software on the shelf. From finessing a final name and creating a refreshingly simple yet memorable logo (a flower design that pays homage to the distinct Mac “command” symbol), to building the perfect brand palette—we strategically crafted every element. Finally, the TruEmbrodiery™ Software brand was born.

Bringing the brand to life

Once we had a name and look, it was time to put the brand to work. We strategically designed the software packaging, including custom patterns which were then used throughout other branding elements. We created custom software icons, designed templates for presentations, outlined brand fonts —the list goes on and on.

Custom photography

In addition to shooting custom photography, we set the tone for all future photography by outlining specific guidelines and overall tones. We even recommended sample projects that would be most appealing to the Mac mindset.

Making a strong first impression

When the time came to introduce the TruEmbroidery™ Software to the world, we stayed true to the brand and set out to make a big splash in the cleanest way possible. Our prelaunch and launch ads combined simple but impactful design with clever Mac insights to convey a single powerful message: “Finally, a complete personal embroidery software for Mac computers has arrived.” From the TruEmbroidery Software website to collateral pieces and trade show materials—we carried this message, and its unique tone, throughout all the branding elements.

Watching the brand at work

Although the TruEmbroidery™ Software has only recently launched, this industry newcomer is already turning heads. It created quite a buzz at the dealer convention where it was initially unveiled and continues to gain momentum.