The Daxeam brand was a departure from UXC Eclipse’s long line of vertical marketing solutions. This horizontal was originally designed instead to sell via registered partners, independent of its parent company. In fact, with some of these partners competing against UXC Eclipse in some areas of the market, this independence was a important consideration.
This meant the UXC Eclipse brand needed a lower profile, the Daxeam brand was more generic, and allowances had to be made for partner’s to add their own logo and contact information.
Standing for Dynamics AX Enterprise Asset Management, Daxeam is UXC Eclipse’s premier Asset Management solution, built on the industry proven Microsoft Dynamics AX platform.
The logo was designed to leverage, almost imitate, the Microsoft Dynamics platform branding that the product stood on. This gave the product immediate recognition with the partners and any potential customers that were familiar with Microsoft’s offering. This also helped align the product closer to Microsoft’s stable and away from UXC Eclipse, giving the partner network more freedom.
The collateral look’n’feel was also a break from the UXC Eclipse vertical branding norm. With a multicoloured, informal approach, it was designed to appeal to on-site Asset Managers and Supply Chain Managers first, and executive managment second.