Catalyst Branding



Baselayer’s innovative modular datacenter technology offered the potential to transform the service provider marketplace.  But, because the division was housed within a major competitor, key service provider targets were reluctant to consider the technology.  Spinning out the division as a stand alone company would unleash significant new demand.

Success with this newfound freedom required the creation of a new brand, internal engagement program, marketing strategy and customer relationship management system – all with limited people and financial resources – within less than 3 months.



We partnered with leadership to create the positioning, name and touchpoint identity system needed to establish the new company.

We worked diligently to create in house competencies in brand management, inbound marketing, PR, digital marketing, and events to ensure the new company was self sustaining at launch.  We coached the marketing team in mapping the path to purchase and in shaping the marketing strategies and programs required to seat the new brand and capture latent demand.

We continue to play an important coaching role as these emerging capabilities are developed and honed.


It’s about fueling passions
Aremi Group

For Aremi Group, we unlocked fresh demand by fueling passions through a new .art TLD that provides creatives and curators with a dramatic new way to share their creations and collections. Tell me more

It's about transformation to reignite growth Shaw

For Shaw, we coached a world class team to solidify the company's position, express its distinctive value and reignite growth. Tell me more

It’s about igniting demand across the value chain Novelis

For Novelis, we helped tell this distinctive company's story more effectively to help convey its value for customers, clients and society as a whole. Tell me more

It’s about reinforcing and building the value of a global Icon brand
The Ryder Cup

For The Ryder Cup, we helped knit this once bifurcated brand into a single powerful brand, capable of capitalizing on its iconic heritage. Tell me more

It’s about transforming a market through disruptive technology IO

For IO, we established the brand and engagement program needed to help this transformative company disrupt the marketplace for enterprise scale infrastructure technology. Tell me more

It’s about preparing the organization to thrive for the next 20 years
PGA of Great Britain & Ireland

For the PGA of Great Britain & Ireland, we helped this venerable organization prepare for the next 20 years by uniting the organization behind a common ambition to reinforce the value of the PGA Professional in the eyes of the golfing public. Tell me more

It's about blending equities to brand a winning combination IGT

We coached a combined team of worldclass branding and marketing experts to position the new IGT for success. Tell me more

It's about coaching to enable a new growth strategy Eurasia Group

We partnered with the creative powerhouse Odgis + Co to help coach the talented team at Eurasia Group through the transformation of their positioning and brand touchpoint system. Tell me more