Corey McPherson Nash

Corey McPherson Nash Named Strategic Branding Partner for Xigo, Inc.

Prominent Branding Firm Relaunches Former Invoice Insight as Xigo; New Company Uniquely Positioned for Growth

WATERTOWN, MA, May 10, 2011- After a careful vetting process, Invoice Insight selected Corey McPherson Nash (Corey), a leading national branding and design firm to rebrand the company as Xigo. The newly renamed company offers enterprises of all sizes a unique, cloud-based platform for the management of fixed, mobile and global telecommunications costs.

Xigo’s executive team of experienced telecom expense management (TEM) professionals selected the experts at Corey to create a comprehensive rebranding strategy and tactical program to bring the Xigo brand to life. Corey’s team was tasked with helping Xigo broaden its customer base and differentiate itself in the TEM marketplace. The company’s relaunch as Xigo in April was met enthusiastically by media, customers, partners and prospects alike.

Corey sought to communicate Xigo’s customer-centric culture. Through the design of the new Xigo Identity, Web site, graphics, and demo video, Corey demonstrates how simple and easy it is to use Xigo.

In its first week Xigo Now garnered 146 registered user with 61% of those users uploading an invoice, and 9,819 unique device uploads with an average 122 device count per client.

Corey’s unique approach of thoughtful branding identifies the essence of a brand and cultivates it through a collaborative client relationship. As part of this process, Corey conducted audience research and fully engaged the Xigo leadership team to move from issue identification to resolution.

“We knew that Xigo had a very special strategic foundation and business solutions,” said Michael McPherson, partner and creative director. “For me the most profound moment was realizing that to succeed in this market the company’s brand, identity, design and product offerings needed to be radically simplified. This drove the brand identity and can be seen in all our creative work from the logo, tagline and website to the new product names and how they are offered. “

A major component of this project was the company’s decision to offer a free cloud-based self-service product that dramatically eases the path to adoption. Xigo’s web-based application, Xigo Now, enables anyone within an organization to upload wireless bills and receive savings recommendations almost instantly. By moving to a self-service offering, the need for the complex implementation times and processes associated with legacy telecom expense management products and services is eliminated. Xigo offers additional reporting and consulting services for larger organizations with more complex needs.

Corey has the expertise and creative edge we needed for this critical project,” said David Snow, chief marketing officer, Xigo, Inc. “Corey has redefined and enhanced Xigo’s visibility for long-term success in a very competitive marketplace.”

As a result of this branding and design undertaking, Xigo presents a more customer-centric image that promotes a simplified user experience across all of its offerings.

The Corey branding, identity and design project included:

  • Brand strategy, naming and messaging

  • A full scale identity program, including logotype, business applications and style guide

  • Simplified and renamed product offerings:

    • Xigo Now

    • Xigo Pro

    • Xigo Enterprise

    • Digital technologies- website and demo video

    • Collateral materials

The Corey strategic and creative team:

  • Michael McPherson, partner and creative director

  • Ryan Evans, director, design experience

  • Emily Bottis, director, new media and technology

  • Mary Shea, Project Manager

  • Elizabeth Carter and Angelina Lazuk, designers

  • Ari Weinkle, video designer and animator

Learn more about Xigo’s new branding and Web site design in Corey’s Xigo case study, and be sure to read Xigo’s VP Marketing, Tim Eckles’ Q & A to get his side on how Corey is doing more with video, mobile and online narratives.

About Corey McPherson Nash
Corey McPherson Nash (Corey), a national branding and design agency, helps our clients connect better with their audiences through brand, print, interactive and social media communications. Founded more than 26 years ago, Corey is widely recognized for its thoughtful design and strategic insights.

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About Xigo
Xigo instantly reduces and controls mobile, fixed and global telecommunications costs for organizations of all sizes. The company provides the first and only solution that uploads wireless bills and automatically generates immediate cost and time-saving results—in minutes, not months. Xigo’s single, cloud-based platform accommodates company growth without adding complexity and satisfies the full range of enterprise communications expense management requirements. Xigo’s success is attributed to customer-centric innovations and industry first with more than decade of enterprise spanning wireless and wire line communications. For more information visit