RuleBurst came to us with an identity crisis. They were (and are) a successful business software company, with world-class products, yet they struggled to explain who they were or what they produced. As a result, their communications lacked a single-minded vision that potential clients could relate to.

After understanding considerable industry research, and a series of workshop sessions with RuleBurst management and staff, Highway 101 created a new creative marketing strategy that would form the basis of all RuleBurst communications for the future. We realised that humanity and clear messages were required, especially since RuleBurst’s primary target market included CEO’s, CFO’s and other non-IT savvy managers. Moreover, it became apparent that their success was the result of the clever use of advanced technology, which ensured their software was more initiative and easier to use than that of their competitors.

This lead us to develop a tagline that drove the campaign - Keep Clever Company. There was no doubt that this thought struck a nerve, both with clients and within the organisation. From here, Highway 101 went on to redesign their corporate identity, all marketing materials including an international print advertising campaign, and all internal messaging, including a poster campaign.

Our close involvement withRuleBurst also enabled us to rewrite their mission statement and product descriptions, in every case making them simpler and easier to relate to, both internally and externally.

The purpose of the campaign was to establish RuleBurst’s position in the marketplace with a goal to be “the world’s most respected providers of business rules and compliance software by 2010”.