Challenge
TheSupply, an e-commerce solution provider for the electronics materials and semiconductor industry, faced the daunting challenge of establishing themselves as a dominant player in a field of similar, early-stage, largely unknown companies. The company offers a solution enabling buyers and suppliers to transact and collaborate with partners through a single Internet connection. While most e-marketplaces support open commodity exchanges, TheSupply was unique in that it offered these services through a VPN, providing companies the privacy, security and performance of a private exchange without the prohibitive costs of building and operating their own network. Market research indicated that the market would quickly consolidate around companies able to establish an early dominant presence. TheSupply's biggest challenge was determining where and how to invest their limited financial resources to generate the greatest amount of interest.

Recommendations
NIA recommended the selection and communication of a corporate identity that conveyed strength, leadership and sustenance. TheSupply needed to convince buyers that it was safe to invest in a start-up with an unproven technology and a novel value proposition. With this in mind, NIA developed a strategy that positioned TheSupply as a large established leader int he development and implementation of e-commerce solutions, enabling the company to build credibility within their marketplace and distance themselves from their competitors.

Solution
NIA developed a new brand for TheSupply, discarding the then-fashionable "dot-com" moniker in favor of a traditional identity that communicated power, longevity, confidence and trust. A new corporate identity and tagline were created and the new package was deployed and promoted through collateral and a range of direct marketing activities.

Results
NIA Creative developed a complete collateral package for TheSupply, including a new business system, corporate brochure, pocket folder and datasheets. The result was a new look and feel that communicated a precedence for excellence and sophistication for an emerging technology leader.

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