Kaava Inc. Brand, Site Launches Following Catalyst Group Makeover

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Kaava, formerly BBI Systems, launches a new identity and an unusual, all-Flash, corporate website - both of which were created by Catalyst Group Design.

Catalyst Group Design (http://www.catalysgroupdesign.com), a leading user interface design and usability testing firm, today announced that Kaava (http://www.kaavacorp.com), formerly BBI Systems, had unveiled a bold new corporate site as part of a wholesale brand makeover. The name change and new public interface come in conjunction with a new business strategy and related suite of products, based on the Kaava’s proprietary software for uncovering consumer intelligence from public online discussions for clients across a multitude of industries.

“This is an exciting debut for an unusual Catalyst client engagement,” said Nick Gould, CEO of Catalyst. “While we’ve built websites for clients many times before, this time we also restructured the entire brand. We also had an extraordinary partner in Kaava, who was willing to push the edges of visual and user-interface design in order to achieve a user experience that is quite different from those of the competition – but which is still effective.”

Branding and Design that Reflect the Business:

Both the name and the interface thematize Kaava’s new business focus – finding and distilling relevant patterns of consumer opinion from amidst the noise of hundreds of thousands of online conversations, discussion groups, chatrooms and message boards. “Kaava” itself means “pattern” in Finnish – and the spectral logo recalls the coherent colors that, through a prism, emerge from the noise of white light. The site, meanwhile, depends on a mechanism that literally magnifies different threads of information about the company – much the way Kaava’s software and trained staff unveil key consumer trends from a mass of so-called “unstructured data,” or online dialogue. Unusually for such sites, the entire interface was constructed in Flash.

“It truly stands out from our competitors in what is still an emerging space,” said Joshua Sinel, Founder and CEO of Kaava. “It also has a flexible but essentially linear navigation strategy that will help people learn easily about the industry and the company. Finally, it’s appropriately mature for our business, which already supports a wide variety of major clients.”

Flash and Usability:

“Usually,” continued Gould, “usability services firms like ours frown on Flash for various reasons. However, it is our belief that as Flash design continues to evolve and as the average business user acquires ever better monitors and hardware, the platform deserves a chance as a corporate medium. Ensuring that the advantages of Flash – creativity, dynamism – did not obscure the operational requirements of the site was a challenge, but we believe we were up to the task.”

About Catalyst Group Design:

Founded in 1998, Catalyst Group Design (http://www.catalystgroupdesign.com)improves websites and other interfaces through insights into and testing of key audience behavior. The firm specializes in user-centered research and design that extends from core interface architecture into visual design, marketing and branding strategy, and usability-related communications planning. This whole-business approach anchors relationships with clients like Boeing, Ford, iVillage, Hearst Magazines, Sirius Satellite Radio, About, JP Morgan Chase and Zagat.

About Kaava:

Kaava is a leading provider of technology-based products that deliver comprehensive and timely consumer intelligence; trend analysis and market research developed from unstructured online data resources. Founded in 1996 as BBI Systems, Kaava assists leading brands with uncovering previously unavailable data on consumer trends and beliefs and delivers comprehensive research reports that help drive business building decisions such as product development and analysis, brand tracking and competitive analysis, and more.


John Franklin

Principal Consultant, Chief Marketing Officer

Catalyst Group Design



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