Jennifer Marin Jericho. Brand director, facilitator, design leader.

Re-Branding Barcoding Inc.

As a supply chain automation and innovation company, Barcoding’s mission is to help businesses implement mobile technology to improve processes and reduce operational costs.

In January of 2018, I led the organization through a brand refresh. The business had evolved in its 20-year history and it was important to develop a modern visual brand and create an adaptable design system that would continue to represent Barcoding across the ever-changing supply chain industry.

LAUNCH: Rebranding Barcoding Inc. - Read how we effectively relaunched the brand on LinkedIn

Corporate Brochure

We collaborated with sales and leadership to refine the brand messaging into three core areas of expertise using the brand architecture framework that our team at Backroom developed for us during the research we led to map the makeup of our customers and our value proposition.

Extending the Brand

Since its launch, the brand identity has expanded into a variety of materials with the goal of providing a unified experience across in-person and digital spaces. Our brand hero newsletter is used to communicate about new corporate documents available for sales and product, as well as wallpaper designs for our employees to download and share. In 2020 we began expanding the brand giving personality and style to the various regions we cover across US and Canada. Since the Barcoding experience is about its people, our stock photography is of our employees giving the brand the personable and approachable look that has differentiated the company from its competitors for over 20 years.

Design and video Credits: Josh Harding - logo design | Krystal Carpintieri - In-house Visual Designer | Gregory Jericho - Motion Design

Research & Strategy

In 2019 we embarked on a research project to discover the pain-points around Windows Mobile CE end-of-life, which would push many people into technology transitions they may not have been prepared for. Barcoding is an essential partner in managing these transitions, and developing the right content and resources for our audience required us to engage with customers, partners, and prospects to hear how they were managing new tech adoption and what major road blocks they were running into along the way.

Our research consisted of 3 categories. Digital surveys, top tier customer interviews, a 6 city design thinking workshop. I facilitated the workshops for over 240 people in 7 weeks. The research that we collected has informed the year-long Android in the Enterprise program consisting of a variety of content from an audio interview series, to an industry report, and sales enablement campaign.

PROJECTS

Branding + Creative Direction + Facilitation + Product Marketing + Case Study Development