ScreamingMedia – one of the early dot.com companies – had made two acquisitions: Stockpoint and Inlumen . This changed their original business model – redistributing content from a broad range of primarily business and consumer publications to websites that needed ear-time information. With Stockpoint and Inlumen, the content was primarily financial data and up-to-the-minute market news. In addition, Screaming Media was now getting involved with of new content distribution methods – mobile phone, in-flight airline systems, etc.

ScreamingMedia needed a new name , a new logo, a new look and a new story that not only spoke to each market they were now addressing:

Financial servicesBusiness Information

“Access” (non-Web based distribution of content)

But also presented a a cohesive company image for shareholders and for potential acquirers.

Pinnacor name and new logo were more “business-like” than ScreamingMedia and neutral enough to play well in all markets.

Creation of a new Pinnacor “story” made it clear that this was a cohesive company that was repurposing underlying content and technology to serve multiple markets.

Organization of website by markets served ,and market-specific brochures and sales sheets supported each business unit.

Rebranding of all company stationery, business cards, invoices, company signage., and all demo websites completed effort.

Announcement of name change and the structure of the three business units for customers, partners, active prospects, etc. and ads in Fortune Magazine with new name and with focus on specific business units took the rebranding public.

PROBLEM: SOLUTION:

Financial Services Business Information Access Solutions

Website Home Page

Business Unit Landing Page

Financial Services

Business Information

Access Solutions

Access Solutions

Business Unit Brochures

Business Information Financial Services

COVER

INSIDE

Corporate Image

Website: Company Landing Page

PowerPoint Template

Sales Proposal Cover

Blue, Green and Amber colors from three business units are combined with gray to create the corporate image.

StationeryEnvelopes

Business CardsInvoices

Office Signage

… reflect the brand

Corporate Image

Rebranding Announcement

Translucent envelope holds triangle-shapedannouncement that

opens up to reveal the three business units.

Rebranding Announcement

Two full-page ads placed in Fortune Magazine