- Brand Definition
- Brand Naming
- Brand Identity
- Brand Messaging
- Brand Architecture
Background & Challenge:
Commvault is a $700M publicly traded data protection and information management software company headquartered in Tinton Falls, New Jersey. It was formed in 1988 as a development group in Bell Labs, and later became a business unit of AT&T Network Systems. The firm was incorporated in 1996.
Commvault's data protection and information management solutions provide mid- and enterprise-level organizations worldwide with a significantly better way to get value from their data Commvault can help companies protect, access and use all of their data, anywhere and anytime, turning data into a powerful strategic asset.
In early 2019, Commvault hired a new CEO, Sanjay Mirchandini to help drive the business and brand forward. One of the company’s key initiatives was to create an internal incubation unit to innovate like a startup.
Working with the Comvault incubation team, WANT Branding was tasked with creating a brand for a new back up and recovery SaaS-based offering in less than 90 days. Since the Commvault brand and business was known primarily as an enterprise brand, it was recommended that the new brand be a spin-off brand with an endorsement from Commvault. Working at an expedited pace with the incubation team and the CEO, we quickly got to work conducting interviews, competitive audits and other fact-finding to determine the brand strategy for the new venture.
WANT created the brand positioning idea ‘Power to Grow’ which reflected both venture’s ability to create and deploy an effective mid-market solution as well as signifies the solution’s ability to help businesses grow. The unique, real-word name Metallic was chosen because of its strong and robust tonality and the idea that metallic paint has a shine and lustre that reflects sun and light. This notion of reflection is emblematic of the two-step idea of back up and recovery and is capture in the bold, modern design.
Once the brand identity was complete, WANT assisted the Commvault team on a range of brand activation deliverables including full style guide, audience personas, creation of a three product naming system and various brand formats including PowerPoint and MS Word templates and video bumpers
Metallic was formally unveiled at Commvault GO conference on October 14 and reviewed positively in the media and at the conference with Forbes Magazine saying the new venture would “benefit customers” and help Commvault to remain “competitive in a highly competitive market”.