It was a tale of two organizations. Realizing the challenges of connecting with customers under the banner of a segregated brand, Corporate Network Services and its subsidiary Anvil Dataworks partnered with Old River Creative to craft an entirely new unified marketing image.
MainSpring, formerly Corporate Network Services and Anvil Dataworks, is an energetic and innovative technology consulting company. After opening s doors in 1993, the firm focused on hiring fun and dedicated individuals to help their clients succeed in their own businesses. In a refreshing new take on managed technology services, they forge strong partnerships with their clients. Through these partnerships, clients are freed to focus on the big picture goals that really matter to their business.
The MainSpring legacy
CEO and founder Marshall Micheals III describes his organization as one founded on the idea of legacy. He keeps a pocket watch on his desk as a constant reminder of this philosophy. The watch is inscribed with the names of his grandfather, his father, his name, and his son’s name. It has been handed down from father to son for generations, serving as a powerful symbol of legacy to his family and his organization.
Inspired by this story, the project team at Old River Creative sought to find an appropriate brand name and image that would capture the spirit of both Corporate Network Services and Anvil Dataworks. We performed user research, surveyed potential customers, talked to employees, and discovered a diverse audience of impassioned individuals who cared deeply for the outcome of this project. In our research and ideation we found several strong candidates for the new brand, but the one idea that rose above the rest was the mainspring.
The mainspring is the essential element that drives the movement of the watch. It’s the force of this part that turns the clock’s wheels as it unwinds, providing the most important power source in that mechanical movement. Without it, the movement stops. Time stops.
United under a new brand
After choosing its new brand name and image, we crafted a flurry of branded assets to facilitate the adoption of the company to be. From a detailed style guide and logo variations to business cards and stationary, we created both digital and physical media that would exemplify the MainSpring brand throughout all of the organization’s internal and external communications.
MainSpring business card
Adopting a new brand is the perfect opportunity to streamline and consolidate outgoing communication. The new MainSpring website focuses on content that emphasizes story-telling techniques to educate potential customers in the benefits of what MainSpring has to offer.
Knowing that its website would be the digital face of this new organization, we worked with MainSpring to design an entirely new responsive website experience.
MainSpring user journey
The project team at Old River Creative mapped out user journeys for our previously researched user personas. These journeys followed each persona as they made their unique path through the website hierarchy, highlighting potential opportunities to present these users with avenues to become paying customers.
MainSpring story wheel
The truly unique story wheel tells the MainSpring story on an animated timeline-like carousel. Old River Creative designed and crafted the wheel using standards-compliant HTML5, CSS3 animations, and a lightweight and touch-friendly jQuery carousel script authored solely for use on the MainSpring website. This same carousel script powers all of the horizontal carousel sliders found throughout the website.
See the website
Don’t take our word for it. See MainSpring’s new brand and website for yourself. The site, launched in February 2015, is a completely custom theme built on the WordPress platform. There are dozens more interactive and aesthetic features we haven’t listed. Visit gomainspring.com on any device to learn more.