Challenge
PhotoChannel Networks Inc. is engaged in developing and commercializing an online photo community featuring comprehensive photography content, community, commerce and overnight digital photofinishing. The challenge was to take an old company that developed multi-media photography software programs and rebrand it into an Internet photo community. Upon completion of the branding, the goal was to attract new investors, build the best online photo community, launch the site, create awareness, and drive traffic and sales.


Action
With the change of name, NextPhase rebranded and positioned the company to reflect its new focus. Implementation of the communications launch program included: a new corporate look, teaser website for users to pre-register, look and feel of the new user website, folders, corporate and investor brochures, direct mailer for partners and investors, photofinishing envelopes / wallets, and the launch ad campaign into North America.


Results
The new Internet company was successfully branded and launched, and $20 million was raised to finance it. The new change in direction was communicated to all stakeholders including staff, partners, investors and online users.