BMC

Bringing IT to life

Over 80% of all Fortune 500 businesses have something in common. They work with BMC, the innovative and industrialized IT solutions and support business. Moving Brands was engaged by BMC to reinvent its brand and communications, breathing life into the staid world of IT.

Objective

BMC Software is one of the leading providers of IT management solutions. However, as technology has changed, so have the needs of clients, and BMC’s approach had begun to lack punch in a world full of cloud and SaaS solutions.

Moving Brands partnered with BMC to refine foundational strategy and positioning materials. Together, we created a compelling, integrated communication system that included a brand strategy, positioning, and architecture for BMC’s brand to thrive in the market.

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Approach

The Living IT strategy and system was developed with the belief that BMC technology is the heart of every business. With this concept, Moving Brands developed the mark to be an abstraction of a double helix structure. We likened BMC and its offer to living DNA. The mark also represents an arrow and a capitalised B. BMC goes beyond providing solutions for clients – BMC provides the building blocks behind every thriving business.

Together, we worked to come up with the tagline “Bring IT to Life” – a promise from BMC to never stop evolving and innovating, in order to support its customers.

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Results

Moving Brands developed messaging and creative concepts for a number of print and digital ads, sales presentations, and internal engagement tools. We also designed the website homepage, the BMC Engage event, and an inspirational brand launch video. The new brand and communications were well-received, and have re-energised the company, serving as a rallying cry and energizer for the internal teams.

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