Client Review – Automsoft

April 16th, 2010
Páraic O’Toole
Chief Executive Officer, Automsoft.

Automsoft is one of the world’s premier providers of advanced data historian and process optimization solutions. Founded in 1997, Automsoft has a global customer base of thousands of installations across diverse industrial sectors including Power & Utilities, Renewable Energy, Maritime, Manufacturing, Life Sciences and Oil & Gas.

With rapid growth in the data historian and process optimisation industry RedLemonade was requested by Páraic O’Toole to review the existing visual identity and product range to create a visual coherence between all aspect of the Automsoft brand.

Click here to visit Automsoft

Redlemonade strategic recommendations resulted in a revised identity design for the brand across all product and marketing assets. This also included further brand design for their niche products such as nuaViews™ and the rapidHistorian™.
RedLemonade also undertook a comprehensive new web site design for the brands destination online. The project also produced both electronic and printed brochurespowerpoint presentations and stationery suite.

What the client says…
“Redlemonade captured the key message we wanted to deliver. They understood that we wanted to build on our existing brand values while also needing to update, extend and communicate a broader and yet focused proposition – addressing diverse industries such as life sciences and oil and gas but also positioning ourselves in emerging industries such as renewable energy, smart grid and individual data management applications. This conflict between a broad appeal and a specific value proposition was understood by John Cleere and his team and they achieved the balance we were seeking, in a cost effective manner within a rapid timeframe. We recommend them highly”
Páraic O’Toole, Chief Executive Officer, Automsoft.

Client Review – Mapflow

April 16th, 2010
Bill McCarthy,
Chief Executive Officer, Mapflow.

Mapflow is a trusted provider of location intelligent solutions to some of the world’s leading organisations, specialising in using location-aware software to solve complex business problems. Mapflows latest product offering “GEO: solutions” provides a sophisticated and competitive risk segmentation, pricing and underwriting decisions for Underwriters. GEO: clients include AXA, Travelers, Hiscox, Amlin & Aviva.

RedLemonade was approached by Bill McCarthy at Mapflow to add value to the existing Mapflow brand. Consistent product collateral was a critical focus in all future developments.

Click here to visit Mapflow

RedLemonade clearly defined the future application of the Mapflow identity for all aspects of communication. The brand system was extended to business papersmarketing collateral, and the company’s website with a customised content management system (CMS).

What the client says…
“RedLemonade are quick, efficient, eager and deliver quality results on time, every time. A great result with plenty of style and professionalism “
Bill McCarthy, Chief Executive Officer, Mapflow.

What place has design in business today?

April 16th, 2010

Well in most cases it is an after thought, something that is in development at the latter stages of a product or service delivery. This was not always the case, when looking at the role of design in business it’s worth taking a look at the dawn of design as a business discipline. In fact the emergence of design as a discipline was seen early in the last century and most notably around the time of the depression in 1920s America.

…design in a business model
needs to be addressed by the CEO.

Walter Dorwin Teague set up a fee based design consultants during the depression and, like others who followed suit, was very successful. But why were design firms successful in such dismal times? There are a few answers to this. Sure they were talented, willing to adapt and focused but most importantly as a new business concept they were hired by presidents of companies. As an example Teague worked with Kodak for over 30 years and was hired not by marketing or sales but by the CEO of Kodak. You may ask what difference it makes regarding who in Kodak hired Teague? Simple answer, being hired by the CEO put Teague in a situation where he was effective. He reported to the top – where the buck stopped. He received the brief directly from the CEO. This resulted in succinct briefs and Teague delivered succinct answers.

Walter Dorwin Teague and Steve Jobs

Over the latter parts of the last century this process of hiring a designer has been watered down. The design process has passed to isolated sections of a business departments resulting in a lack of visual continuity – vital to a company’s ethos, story and brand.

If we look at Apple; back in the late 1990’s it was stagnant, share prices dropping and all in all looking tired. Steve Jobs returned to Apple as CEO and addressed his first board meeting briefly, he said the way to turn the company around was through design. End of meeting. The new Apple brand experience we see and buy today is of course not just about design, its the culmination of communication and coordination. However, their design decisions are made at the board table.

So my question is where is design in your business today? or better still who makes the design decisions in your company? And even better still do you realise you are making design decisions?

Currently there is a parallel to the depression of the 1920’s and again we are seeing new approaches to design in business. Apple did it, you can do it and most important the future of business will depend on it. In summary the role of a designer in a business is essential, just one of many components but should be of equal importance. So where to start? Simple, at the top. The role of design in a business model needs to be addressed by the CEO head on, and it is happening!

Reduce Printing Costs by 100%!

July 27th, 2009

Here at RedLemonade we are very excited by this latest offering. A very high standard product that we feel is the best on the market anywhere. The beauty of an E-Brochure is the ability to reach a large audience without the cost of any printing or postage, but that’s not all!
Click on the sample below (client brochure) and check out some of the key features listed.

click on brochure to see full preview

High reading comfort: Instant access to the E-Brochure, full screen reading ability, unequaled fluidity and simplified navigation.

A unique statistics tool: Reports how many times each page is read, enlarged and indicates the cumulative amount of time spent on each page. We can even add google analytics.

E-commerce: All products in an E-Brochure can be linked directly to the corresponding page on an e-commerce site. A powerful solution to a product catalogue.

Hyperlinks: Viewers can link to web pages, web sites and even email addresses.

Integration of any type of content: HD images, videos, animations, pdf files, MP3 and even press kits.

Protect by a login / password: Your publications can be delivered to a select audience.

Multiple medium supports: Integrate on your web site / intranet, burn on a CD-ROM or put on your flashdrive and send by email to your targeted customers.

Top 5 Abilities of a Good Graphic Designer

July 15th, 2009

01. Enthusiasm

Their ability and willingness to research your business, your objectives and your prospects – Without
thoroughly knowing you and your business a designer is not going to be able to design projects that will generate revenue and clear results.
02. Testimonials

What have past clients said about them? How well they handle the pressures of deadlines? How well they work independently or in a team environment? A good designer should have references at hand.
03. Integration

The designer should function as your design department, so you’ll end up working closely with them. Do you feel the designer is easy to communicate with and has a good attitude towards you and your business?
04. Value

business owners know that value rather than price should dictate what decisions she/he makes. Do you feel you will get results and a good value from working with the designer? Do you feel you’ll get more than your investment back from working with the designer? A good designer will show the ability to provide you with a brand image you can own indefinitely, not a trendy persona that will be outdated in a few years. Don’t make the mistake of having to continually update your brand – find a good designer who will get it right from the start.
05. Creativity

A good designer understand that creativity is essential to succeeding. A good designer thinks unconventionally, explores new ideas and discover inventive ways to communicate.

The chicken and the egg!

April 22nd, 2009

From time to time, we get a bit ‘deep’ about design – at RedLemonade, it doesn’t have to be Friday evening, after work, to bring the philosopher out in us.

One of the questions we’ve been asking ourselves is: in a world where social networking is prevalent like never before, who decides what accounts for ‘good design’?


Whereas before, this would be an easy answer – conventions would dictate that it was the designers, and the designers alone, who could set the tone and make the rules. But these days, that’s no longer the case.

With so many social networking sites now offering users the possibility to adopt and adapt their own design, so that it might better reflect the user’s personality, it could certainly be argued that all design conventions have been usurped and that it is now the user who sets the criterion for all ‘good design’.

In part, this is because social network users are now simply so comfortable and knowledgeable about the established norms they encounter on these sites that now, they feel confident enough to challenge, and in some cases, improve these same sites.

Of course, in the early days of web 2.0 users were simply happy to have a new outlet for networking that enabled them to discover new ways of self-expression. Now this self-expression has been taken to the next level and the structures of these sites now need to be constantly re-evaluated to reflect the very individual needs of their users.

The upside of this development is that these are now very exciting times to be a designer – as well as mapping trends we find ourselves predicting them more than ever – creating smarter, sharper applications.

Logos don’t make the world go round…

April 22nd, 2009

Go anywhere in the world these days and chances are, you’ll encounter all the old reliable brands. We don’t need to namecheck them – but if we did, we’re in no doubt that it’s the logos of those brands that would first appear in your mind before you ever got to thinking about your experience of them.


Although they may offer different products or service, all great brands are in it for the long haul. Scott Bedbury is the man who gave Nike their ‘Just Do It!’ line and now heads up Starbucks marketing. He believes that we’re in an age of accelerating product proliferation, enormous customer choice and growing clutter and clamour in the marketplace. So the need to stand out is greater than ever before. Your company logo therefore, can have a pivotal role in uniting all the aspects of your communications.

When a logo is thoughtfully developed it can work amazingly hard for your brand. Just think about those ‘Golden Arches’ or that swoosh, and others, and how well they travels worldwide, transcending cultural barriers, speaking to multiple consumer segments simultaneously, creating economies of scale, and letting you operate at the higher end of the positioning spectrum – where you can earn solid margins over the long term.

At RedLemonade Creative we constantly analysing logos and their role in communicating brand values at every level. If you’d like to make your existing brand work harder, or are starting up and considering developing your own logo, we suggest you take a long term view – because, with the right design, who knows where your brand will take you?


March 10th, 2009

When the dot-com bubble burst in 2001 many people concluded that the web was over-hyped. But then, it’s always been the case that whenever any bubble bursts whether it’s in the economy, property or technology a shake-up always follows. The pretenders are given the bum’s rush while the real success stories stay successful.

But what does it take to have a future in “Web 2.0”? Well, depending on who you listen to you’ll discover that some people decry this movement as meaningless as any other marketing buzzword while others define it as the next generation of web-based communities, hosted services and platforms like Facebook, LinkedIn, Twitter and Digg.

However, eight years on it seems some companies and marketers haven’t taken on the lessons of 2001. Many of those buzzword-addicted startups are definitely not Web 2.0, and although they may present themselves as the real deal, they are merely skin jobs offering little more than the ‘phase one’ applications of a successful Web 2.0 operation.

The real leaders in this next generation are those companies and individuals who fully understand how to use an authentic platform to their own advantage. Within a Web 2.0 environment these particular users can cultivate a following and see whole communities grow around them. However, with such empowerment comes the responsibility, or more precisely, the necessity to be relevant at all times. What you say, where and how you say it becomes vital.

The power of Web 2.0 is its ability to link service, originality, collaboration, individual sharing and empowerment – only the sites that achieve this will be the ones that continue to develop and prosper.


March 10th, 2009

We all know what an Annual Reports does – they give investors a comprehensive understanding of the company, how it has been impacted by market change, its financial health, the competency of its team driving the company forward, its vision, the strategies that have been put in place to protect its interests in stressed markets and its future potential. 

But in 2009, Annual Reports will face greater scrutiny from both investors and analysts than ever before. After all, in the current climate people are now more risk averse while companies are now seriously curtailing their communications budget. But at Red Lemonade we believe the Annual Report has never been more cost-effective or a more important way to engage with shareholders. 

Some questions we’ve been asking ourselves are: Why Annual? Why don’t companies steal a march on their competitors and make them Quarterly? Surely, that would send a message that the management of the company is robust and proactive? After all, isn’t it imperative that companies are now more forward looking than previous years in order to convince investors the company has adapted to change and is strategically positioned to benefit from recovering market? And, why not better design?

At RedLemonade, we’ve long believed that a good annual report can be an important marketing tool that enhances the brand and helps build and manage the brand’s reputation. It’s about telling your company’s story well. So, what’s always foremost in our minds is the challenge to find new ways to engage reader with impactful stories, profiles and testimonials. And you can never underestimate the physical aspect – how the Annual Report feels, or its potential to interact and surprise. As marketing budgets shrink, with good design your annual report can offer talkability and innovation – presenting you with single-most important opportunity of the year to share your progress and good news beyond your existing shareholders.