Revitalizing a leader in public safety technology
The Situation
Tiburon had been providing dispatch, mobile, records management and corrections management software to public safety’s largest and most complex agencies for 30 years. After Gores Group, a major private equity firm acquired Tiburon, the firm’s new leadership team sought to reestablish the company’s commitment to and leadership in the space and to position the firm for to penetrate new segments of the market. To complement major client service and product development initiatives, Tiburon sought to reinvigorate its brand’s strength among all key stakeholders.
 
The Solution

Through internal and customer research, we identified the central role that dispatch systems played in shaping brand impressions among public safety decision makers.

Tiburon’s unique distributed system architecture made their solutions the industry’s most disaster-tolerant, delivering 99.999% uptime and allowing core functions to run even on a single laptop. Using this core differentiator, we positioned the brand around the idea of reliability, and expressed it in the line “Count on Tiburon.”

Using this Shared Purpose as a platform, we developed a new visual vocabulary that focused Tiburon’s relevance around moments of truth in public safety—a critical factor in an industry that buys based on worst-case scenarios. We implemented the brand’s new promise and identity in a new web presence, collateral system, business development tools and print and digital marketing campaigns.

We also helped Tiburon position, name and market an advanced new technology suite, worked with the firm to fold a new acquisition into its brand, and helped the company promote the new lines of business to new segments of the market.

Finally, we brought the new brand to life at the Tiburon User Group conference, an immersive 3-day event that re-introduced hundreds of clients to the new Tiburon and that re-energized its employees around the core promise of relentless performance and service, no matter what.