Bricsnet wanted to establish a higher position in their market.The company's existing applications helped architects, builders and crews with design and construction support and materials selection. With the introduction of Building|Center, Bricsnet combined its disparate product line into one integrated solution providing high value to the key decision maker, the building owner.

Ultimately, Bricsnet owned the ideal product set to become a recognized authority in the commercial real estate industry, now all they needed was the ideal brand.

• Reduce the sales cycle and gain entry to building owners.
• Develop a new brand identity, including logo, images and messages positioning Bricsnet as an industry authority.
• Relaunch the company with a comprehensive, digitally integrated sales and marketing program.
• Measure marketing results and build a database of potential customers and their interest profiles.
• Streamline the company's online information service to provide easier access to key materials and applications.
• Design a unified user interface with a consistent look, feel and functionality for a portfolio of software applications that shared little in common.

"When E.F. Hutton speaks, people listen." That line, from the famous ad campaign, summed up the position Bricsnet wanted to establish in the commercial real estate market.To succeed, Bricsnet knew a critical step was to reinvent their existing brand. After a careful evaluation of firms, Bricsnet selected MicroArts for their global technology branding expertise and highly qualified, friendly people.

By integrating their applications, Bricsnet's new Building|Center product provides building owners with a central repository of up-to-the-minute data on a building's every function, enabling more efficient and cost effective deployment and operation of property.To realize this strategy, MicroArts team proposed a line of thinking to dramatize their value proposition: "The difference between a building and an intellectual property." The premise was, much like a patent, the knowledge gained from Building|Center provides a valuable competitive advantage.

The brand strategy involved positioning the company as a long-established authority, and MicroArts crafted a new identity using a style that evokes the feeling of classic architecture.The brand definition provided for all communications materials, both printed and digital, to have a monochromatic, black and white look, a hand-etched illustration style, and a classical design and type treatments. Bricsnet has a very good, although relatively complex, story to tell. For trade advertising, MicroArts developed long-copy ads that were fictional accounts of "criminal" activity in the building industry.The sensational story lines were designed to intrigue and keep reader's interest until the end when it was revealed that all the advantages the "villain" gained were actually the result of using Bricsnet Building|Center, not corrupt business practices.

The ads invited readers to visit a Bricsnet response site featuring an intellectual property audit, which was an online tool presenting potential cost-saving opportunities for the building owner, while qualifying interest and initiating a relationship with Bricsnet.

Inspired by the clean layout and clear hierarchy of information found in such established publications as the Wall Street Journal, the design of the Bricsnet Web site not only makes it simple to use, but builds credibility. As the centerpiece of Bricsnet's communications strategy, the Web site is focused on addressing the needs and concerns of building owners, with additional content areas dedicated to architects, builders and manufacturers. The site also features an animated Flash demo showing how Bricsnet's solution provides owners with information ranging from worldwide strategic initiatives all the way down to the light bulbs installed in a particular meeting room. Utilizing MicroArts' proprietary ResponseEngine™ technology, this site has become the measured response center for all marketing communications efforts, encouraging information sharing and adding interactive elements to qualify new sales opportunities.