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Corporate Design

Here are some examples of my work while at Quest Software. Quest Software provides enterprise-level application, database and platform management software for a variety of large and small corporations. The challenge on the creative end, is the "user" and the "buyer" of their software are often from a very diverging background. Typical users of Quest Software applications are developers of business critical applications and IT professionals in charge of a massive network vital to the success of a company. The buyers of the software are usually executive level managers of the IT budget or a company's CFO, since a single seat/license are typically in the six figure range, and a large corporation may require hundreds of licenses plus a service contract costing millions of dollars.

The challenge is, of course, how do you convince the users that they need the product, then sell it to the buyers when they potentially can have a diverging knowledge base and sensibility in look and feel? How do you please the quirky and analytical minds of a software developer while keeping the corporate sense and sensibility of the CFO of a Fortune 500 company engaged?

I have some additional sample of work from Quest Software below to showcase the fine balancing act taken, with some explanation behind the thoughts and logic for each individual piece.


ADVERTISING

Toad Ad concepts (click on the image for the PDF)

Here you'll see an example of an ad in the conceptual phase. The campaign was to show that TOAD, Quest's center piece software/tool for oracle application developers, can do much more than expected. The campaign was taken into three distinct directions, in a Toad vs. [insert unlikely opponent here] checklist, Toad can/can't do certain daily chores, and Toad the Super Hero concept. The logic behind it is, the Toad vs. Opponent concept allow us to introduce a check-list of product features in the copy, making it easy for the decision makers to understand the benefit of the product, while the quirky illustration will draw the attention of the end user. While the Toad in everyday situations puts the character of Toad in situations that developers find themselves in daily, in hoping that the end users will draw the parallel to their work environment and realize that Toad CAN help with their work (while it can't make you a cup of coffee). The Toad Super Hero concept was devised to ride the revival of the Super Hero movie in the mid to late 2000s and connect to the part of popular culture that a lot of our end users are familiar with.

The sketches were put in front of a small group of internal developers to test and see which concepts they gravitated toward, and surprisingly...Or not surprisingly, none of them really gravitated toward any of them specifically. Based on the developer's feedback, this is the result of the ad concept:

Toad final ad (click on the image for the PDF)

Sometimes the brightest ideas from Marketing isn't always the best. The end result of the "study group" was that developer's minds are a lot more literal than abstract, and that an ad, literally featuring a developer's office with a white-wall, ends up being their favorite ad comp. But sometimes developer's aren't "immune" to popular trend, as evident by the ad below:

Toad Poker (click on the image for the PDF)

This ad was conceived during the start of the poker phenomenon and actually went well with the end users, a lot of whom participate in Texas Hold 'Em tournaments online or hold weekly poker tournaments at home with friends. 



CORPORATE STYLEGUIDE

Quest Styleguide (click on the image for the PDF)

When I joined Quest Software it had already grown into a 500+ million dollar company, with multiple acquisitions and mergers, and offices spread world wide. With each addition to the company, it was becoming increasingly difficult to enforce a corporate standard. Every office use a slightly different version of the Quest logo, with different colors, and different letterhead. Some have been "integrated" to the company for years and still use their old letterhead and business card. One of my very first task is to unite the look and feel of the company by creating a simple to follow Styleguide and enforce it across all external facing collateral.

Corporate Brochure (click on the image for the PDF)

Eventually, we needed a new set of corporate brochures to allow outside resources and customers to see and understand the Quest culture and offerings, to give a quick 15 minute read to understand what Quest is and what Quest does. So a set of Corporate Brochure was created to cover the company and three of the key markets it was expanding into. The brochures need to reach a wide range of readers, for example, used by HR to educate new hires, or sales people to approach new prospects, or as a leave-behind by executives after a presentation, or collateral to pass out at trade shows.


DATA SHEET

This is the meat-and-potatos of sales material. Especially at Quest, where there's literally HUNDREDS of different products covering three major product categories, database management, application management, and platform management. Each product requires a data sheet, and each version of the product require a re-write of the data sheet. While they're not the most glamorous of collaterals, data sheets are vital in the sales process because it allows the end user and the buyers a quick glance into the product and all its key features, and combined with the corporate brochure, it gives Sales the tool to up-sell and cross-sell other products Quest offers. I've attached a few samples here.

Archive Manager (click on the image for the PDF)

Development Studio for SharePoint (click on the image for the PDF)

Site Administrator for SharePoint (click on the image for the PDF)

Spotlight on Exchange (click on the image for the PDF)

Notes to Exchange TechBrief (click on the image for the PDF)

A "brief" note about these TechBriefs. They're published by various technical writers and developers of the product on a very regular basis. Again, with hundreds of products, there are literally thousands of TechBriefs being published regularly. So in order to manage the process better, I created only a Word doc template and the writers filled in the content based on what's stipulated in the Corporate Styleguide.

Case Study Recovery Manager (click on the image for the PDF)

I used a slightly altered template for Case Studies.

Also, please note the style of illustration used in the collaterals. I was also responsible for creating a "style" of illustration that can be used consistently across the organization. Speaking of illustrations...



ILLUSTRATIONS

Some of the data sheets above shows diagrams using an illustration style I created specifically to tie all the graphical elements of Quest together in the same system. I've attached a sample illustration below:

Compliance (click on the image for high-res)

Compliance, at the time, was such a vague and nebulous concept for most to grasp. I need to create a simple illustration to show how all of Quest's products ties into an organization tier with various systems already in place under IT control to facilitate proper compliance control.

Of course, starting out my career as more of an illustrator than a designer, I still pride myself on my illustration skills. This has little or nothing to do with Quest Software, but it does have everything to do with my other passion, Motorsports:

racecar (click on the image for high-res)



LOGOS

Innovate_07

The image of the "lightbulb" has always conveyed the sense of "innovation" or ideas for ages.

Innovate_08 (click on the image for the PDF)

The logical "evolution" of the lightbulb concept for the logo was, compact florescent lightbulb for 2008. I didn't stick around long enough to see what 2009's logo would look like, but I assume LED lights would probably be a good place to start.




NOTES MIGRATION BINDER

Notes Migration Binder (click on the image for the PDF)

This was a collaborative project between multiple companies for a conference. The key stakeholders were Microsoft, Quest, and Avanade. Quest was tasked to create the hand-out/binder on migrating from Lotus Notes to Microsoft platform, most of the materials come from either Microsoft, Quest, or Avanade. The binder artwork and tabs comes from Quest.



PACKAGING

system (click on the image for the PDF)

application_box(click on the image for the PDF)

 (click on the image for the PDF)

infrastructure_box (click on the image for the PDF)

Most of the software products are delivered through downloads now, but packaging is still a necessity, especially for a software product that cost in excess of what the users make in a year. This isn't the version of the box design that made it through the final cut, but I'm particularly fond of it because of the heavy use of color and image(s), and the system itself.



SOME ALTERNATIVE STYLES

If "corporate" look is all I do, it'd be a pretty boring job. Just to show you that I can branch out into different arenas, I'm including some alternative, more customer focus pieces that shows a different sensibility for a different crowd.

2012_product_databook (click on the image for the PDF)

FK453_Ads (click on the image for the PDF)

WildPeak_Ad (click on the image for the PDF)

WildPeak_Test_1 (click on the image for the PDF)

WildPeak_Test_Grunge (click on the image for the PDF)