RR Donnelley identified a segment of the market that was being underserved by its flagship virtual data room offering, Venue. Customers were looking for more affordable solutions to facilitate secure file sharing and collaboration on an ongoing basis, rather than short-term deal making. Silicon Valley upstarts were entering the market stealing share from RR Donnelley's Venue but customers were reluctantly switching providers given the unproven nature of these new entrants. We needed to, at once, differentiate this new, more cost-effective product from Venue to avoid costly cannibalization, establish the primary selling propositions of security and reliability, and portray RR Donnelley as sufficiently innovative to be credible in this space.
We named the new product offering Roundtable, conveying the collaborative nature of the virtual product through the familiar totem of a physical structure. In addition to naming Roundtable, we designed the product's logo and brand guidelines, in line RR Donnelley's established corporate guidelines, and devised a set of launch materials including an dynamic video, an informative website, and a comprehensive set of branded sales collateral.