Vernier Networks

Birth of a Spin-off - Vernier Networks/Packet Design
In March of 2001, Packet Design, asked Avantgarde to help spin off its first company, Vernier Networks. Vernier provides network infrastructure hardware and software designed to protect manage and enhance wireless networks. Our team began by developing a marketing communications message platform from which to develop other tactical marketing communications projects: identity, business system, website, collateral system design, tradeshow presence and a 360 degree plan to launch the company. The challenge was to leverage the company’s roots as the first spin off to Packet Design while balancing Packet’s reputation and allowing Vernier a unique identity enabling it to stand on its own as an independent company.
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Message Platform
Our approach was to first develop a messaging foundation from which we could build future marketing communications activities. Critical questions were: What are the important attributes of the new product? Who is the target customer? How to position the new company in the noisy world of networking? After achieving consensus on these critical points from the executive team, Avantgarde made sure that the key messages were reflected in all identity, web development, business system, collateral and marketing communications work thereby creating a consistent Vernier Network company brand.

Best in Show
Vernier benefited from taking this methodical approach to developing its core marketing communications materials and now has a permanent, long lasting identity from which to build the company’s brand that is unique from its parent company. Clear and concise messages were developed and incorporated in a comprehensive product launch plan. The foundation was solid to further expand the website as well as build permanent collateral materials. In September 2001, the consistent deliverables from Avantgarde’s project work contributed to a successful product launch at networld+InterOp. Vernier received recognition with a “Best in Show” award, excellent press coverage, and new customers.

Deliverables:

Messaging Matrix Workshop
Corporate Identity
Website
Business System
Marketing Collateral
Tradeshow Signage
Presentation Folder