Empowering smart utilities

MECOMS is the software solution for utility companies, both in the regulated and
deregulated energy markets. The software platform was developed by
Ferranti Computer Systems and is certified for Microsoft Dynamics AX. It is
a solution which can be used by electricity, water and gas companies.

Ferranti Computer Systems was searching for a new partner to develop its
most significant product brand, Mecoms. The brand had already been in existence for some time and was largely based on the style of the corporate brand. After several years the style had begun to live its own life and needed consistency. Since MECOMS is also being launched via partners, the step towards its own identity was a logical consequence.

Strategy and approach
After an analysis and exercise in brand positioning, Lemento created a product brand identity based on the driver "empowering smart utilities" for this ‘Ferranti business unit'. This identity manifested itself in all of the online and offline communication tools: brochures, fact sheets, case studies, presentations, website, all kinds of sales tools ...
A visual style was developed which was based on business areas and solutions rather than the product and its technical features. For this purpose, personas were introduced which are central to all communication. They represent the various business areas in which Mecoms is active. The new product brand identity was introduced via the launch of the new website which was created entirely in Sharepoint (Moss 2007).

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