Detektor

The Problem

Sonoran Professional Services (parent company of our client, Guard-O-Matic) came to Forty for help on a new brand of remote detection tools for firefighters, police, and public safety professionals. They were inventing a new product that most people didn’t even know could exist, so they needed help developing their brand’s appearance and voice. Their audience is also very niche, so they wanted assistance with figuring out how to get in front of them and talk about themselves in a way their customers could understand.

The Solution

First, we needed a name for the umbrella brand. We wanted it to be explanatory, but creative to stand out in a sea of sameness. After some extensive research and brainstorming, we decided on Detektor to refer to the products’ benefits (with a modified spelling as a tribute to its high-tech features). The logo is an extension of this concept, with the “o” inspired by the blinking LED light on their alert devices.

Once we had an umbrella name, we got to work on the names of each product. Our goal was to come up with a consistent naming scheme that represented the use of each product and made sense when shown with the rest of the product line. After doing lots of research and trying out various ideas, we chose Ignis, Motus, and Visum (Latin for fire, motion, and vision, respectively) to represent their use for fire detection, motion detection, and surveillance.

Then, we started working on the website, which served as an opportunity to promote their products and tell their story. Detektor was born out of a need for a way to keep an eye on things (whether it be a crime scene, an extinguished fire, or a construction site) without wasting time and resources. We wanted to focus on people not products, which is why we used storytelling to create a connection with the audience and show them how Detektor could be valuable for their business.

In addition to weaving Detektor’s story into the website, we also created separate pages for each customer segment to tailor it to their needs and describe specifically how the products can help them. Each audience page had a contact form at the bottom to request more information. This form included a custom “budget reminder” feature, which allows visitors to specify when their budget year ends so Detektor can contact them when funds may be more readily available.

To drive traffic to the website and complement its content, we also worked on some supporting marketing materials, including a trade show banner and leave-behind flyer.

Since the debut of Detektor’s brand and website, their team has been swarmed with visitors and positive feedback. We’re excited to see it ignite as we continue to develop the branding and marketing for all of Detektor’s products!