For years working at Oracle as senior sales consultants, Christina and John Braggiotti developed vast experience in complex software environments. The recent launch of their new start-up company, Lasso Applications, puts that experience to work with an online-based solution that provides communication and collaboration for lab equipment management.
Due to stiff competition in the field, the new company was challenged with how to brand the start-up. With no name or direction but with lots of research and state-of-the-art technology, Christina contacted Studio 2055’s Creative Director, Nanette Newbry, who headed the project’s team. The effort began by creating a logo and laying out a consistent branding strategy.
The Studio’s Richard Dowdy took the lead on the company’s naming initiative. After extensive research, the firm and the client settled on the name Lasso Applications. The word “lasso” refers to the application’s main component, which is bringing together all the tools necessary for asset management under one umbrella. The friendly, western connotation reflects the company’s California-based headquarters, as well as co-founder Christina Braggiotti’s equestrian background.
Once the name was chosen, a highly stylized, representational mark was created that visually resembles the word “lasso” without being too literal. To stand out among competitors, it was important to employ colors not typically used for software/technical fields. The colors reflect the western nature of the lasso, while contrasting the common blue, black or grey color palettes used by most competitors.
With the founding of Lasso’s corporate identity, a focused, aggressive marketing campaign was put into place by the Studio to meet projected revenue goals. Based on research, an extensive marketing report was developed to include competitive research, market analysis, SWOT, benefits, features, company description statements and marketing initiatives. The results were blended into the content and creative design for marketing collateral. A splash page for the website Lassoapps.com, email-marketing template, brochure and a trade show booth display were completed to back lead-generation and sales-opportunity events.
“We’ve been working on the development for months and know the application’s potential for change,” said Lasso’s CEO, Christina Braggiotti. “We offer smarter solutions than the competition and wanted to convey that message in our branding and name. The Studio handled all aspects of the project with total professionalism. They pulled all the elements together to make one coherent, contemporary brand for Lasso Applications, and we are thrilled with the results!”
Lasso Apps is scheduled to launch their new application and brand at the International “Serving the World of Measurement” (NCSL) trade show, taking place in Sacramento, California July 29th through August 2nd, 2012.
“The principals of Lasso are planning to attend trade shows to exhibit among competitors and industry companies,” says Nanette Newbry. “We strategized our concepts and final art so their brand will stand out from the crowd, be seen and remembered. The mark and name pops against the clean, white background, creating a professional, crisp style different from the look of traditional technology brands. We anticipate great success for Christina and John.”
