Hanson Creates Evocative Brand Campaign for Revolutionary Design Software from Bentley : "Let the Genius Loose" multimedia campaign shows what is possible for architects with innovative GenerativeComponents software

Share Article

Hanson Associates, a Philadelphia-based brand marketing design firm, recently launched Bentley Systems’ revolutionary new architectural software with an integrated multimedia brand campaign that evokes the product’s ability to create extraordinarily complex building designs, with unprecedented speed, precision and flexibility.

News Image
Gil Hanson's team was able to help Bentley position GenerativeComponents beyond the expected, and gave us a message and image that enabled us to launch a highly innovative and transforming software product. We generated a lot of exciting interest in a short amount of time in a cost-effective way, all of which was vital to the success of the launch.

The "Let the Genius Loose" campaign, launched in April 2008 at Smart Geometry Convention in Germany, captures the transformative nature of the GenerativeComponents design software, which offers new modeling capabilities that frees architects to pursue complicated structural designs and revisions that would have previously been too complex or time consuming.

Hanson created an innovative design for the logo and associated imagery that mimics the software's ability to morph from one design to another – reinforcing the product's main attribute. An internet ad campaign, launch site, and branded materials were developed that inspire and provoke established and new users and showcase the software's innovative modeling ability. The youthful spirit of the ads conveys the brand's promise that GenerativeComponents allows the "creativity within" to be fully realized.

"Hanson's approach gave us fresh and creative ideas that were strategically on target," said Huw Roberts, Global Marketing Director, Bentley Systems Inc. "Gil Hanson's team was able to help Bentley position GenerativeComponents beyond the expected, and gave us a message and image that enabled us to launch a highly innovative and transforming software product. We generated a lot of exciting interest in a short amount of time in a cost-effective way, all of which was vital to the success of the launch."

Gil Hanson, President of Hanson Associates, said: "Our ability to listen to the client, appreciate this product's revolutionary capabilities and then step into the mind of the architect – which is both creative and technical – allowed us to develop a strong positioning, value proposition and campaign that speaks directly to the architectural community. We empowered Bentley to launch the brand with confidence and the security that it represented a new way of thinking of themselves and the product."

Hanson Associates specializes in developing integrated brand solutions for a wide range of global marketers, including: American Express, AstraZeneca, Potlatch, Colgate-Palmolive, JPMorganChase, Pernod Ricard and Sara Lee. For more information on Hanson Associates' strategic brand solutions, visit: http://www.hansondesign.com.

With revenues surpassing $400 million annually and more than 2,000 colleagues around the world, Bentley Systems provides innovative software for the global architectural community. For more information on GenerativeComponents and Bentley Systems, visit: http://www.bentley.com/en-US/.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Gil Hanson
Visit website