Why Webroot hired Pattern: Webroot needed a designer who understands hi-tech, who could distil their message. Simplify it. Rescue it from the confusing world of technical jargon.

Our goals. To lay down some repeatable design guidelines. Invent a design toolbox for consistency — so every design success is easily replicated. It's true, even design requires an infrastructure. That way, no white paper becomes generic and tedious, reading like a like a technical novel.

What we accomplished. We successfully reinvigorated the sales drive of the Webroot sales team. We re-infused sales charisma into the products. Translation? A sense of pride in what Webroot sells. The collateral now has a voice - it speaks to the interests of the audience - Now Webroot products can reach their full sales potential - in less time - and with an unconscious brand loyalty.

Kerri Shea-Beers says: Webroot needed to update the brand to resonate better with a business audience... and we were looking for a designer who had created streamlined documents for hi tech. We needed somebody who understood color. We needed somebody who understands enterprise markets. That kind of look and feel.

In our own words: Like a Diamond Turned to Catch New Light. First, it's important to find the rules of the brand. But not use the brand guidelines too literally. If we can interpret the brand with new options, then we can find a new brand within the brand. We can discover new and greater potential. Much like a diamond turned to catch new light, which then emits that light in a new direction.

Second, it's important to identify who is really going to benefit, find out how the audience will USE this piece and determine what the audience should recognize right away.

A third, vital step, is to figure out the hierarchy of content: The logo, copy, photography... How will each play a role in achieving the goals of the project? Without that understanding, it will be hard to formulate what is or isn't working.

Kerri Shea-Beers says: Yes. Very early on Amy and I talked about co-branded materials for channel resellers — that is, our company logo, the reseller's logo and some product logos... That's a lot of logos! Without that foresight - we could have run into major design flaws.

We've learned the hard way that designers want to design and business people need to sell. So the trick in finding a good graphic designer is finding somebody who designs well and who understands it's a sales piece too...

In our own words: And it's obvious a lot of designers want to be cowboys. When a brand evolves past trendy design, it stands out - it differentiates - even more. Ultimately it's about connecting business goals with the true brand potential.

Kerri Shea-Beers says: And I need somebody to manage the entire process. I need somebody to call me back. I'm busy. I need somebody to remind me so we can get these projects herded along - Amy is like having a satellite project manager via remote.

Good design breaks the 'Technical Barrier'. The goal is allow people to grasp concepts. Amy knows: A white paper should not read like a novel...she creates excellent charts and diagrams to create a visual flow. She reads and absorbs our technical content so she can design a user experience.