Skip to content
4 min read

DESIGNING A SUB-BRAND

By: Fallon on Mar 6, 2025 11:17:32 AM

Case Study Customer Retention Branding
Featured Image

👋🏼 Hey there! Are you looking to:

  • Develop a distinct sub-brand

  • Strengthen customer retention

  • Infuse customer needs with product development

This case study dives into the ins-and-outs of building Intersect, Qv21 Technologies’ flagship customer event, transforming it into a long-term retention strategy. Our role involved sub-brand development, campaign execution, and community engagement.

Client: Qv21 Technologies

Industry: Software as a Service (SaaS) | Transportation Management

CHALLENGE

Qv21 Technologies, a SaaS company in the transportation space, was experiencing major market growth, nurturing new and legacy clients alike. With abundant opportunities and scaling product capabilities (aka: lots of change), enhancing the customer experience was essential.

THE OBSTACLES?

Gaps in Customer Usage and Perception

Customers, new and old, held vastly different understandings of Qv21’s product abilities. Newer customers had an advantage with, you guessed it, newer functionality; longer-term customers were slow to adopt new features but carried a depth of product-specific knowledge. If only we could get them into the same room.

Lack of Humanness in a Digital-scape

In an industry dominated by tech, balancing a customer experience that feels raw will separate brands from “bots” tenfold. Immersing customers in what made Qv21 distinct required infusing human-touch amidst every interaction, in-person or online.

Rising Competition Through Market Growth

As Qv21 landed larger customers and entered new markets, the competition ramped up. Qv21 knew that turning leads away from out-of-touch competitors and affirming growth to its current users meant survival in the marketplace.

To foster loyalty and engagement, Qv21 needed a platform that encouraged collaboration, positioned the company as an industry leader, and created a two-way dialogue with its customers.

OBJECTIVE

Design a customer-centric sub-brand that invites its users to take ownership of their partnership experience and unearth universal software demands, giving Qv21 a competitive advantage in the market and satisfying the existing base.

SOLUTION

Dead Letter Creative designed Intersect, Qv21’s first-ever sub-brand. Unveiled as a flagship event, the initiative was designed to bring customers of all industries together. The vision went beyond a one-time event. Upon its success, Intersect would serve customers as an umbrella hub for user experiences — webinars, knowledge center content, in-person events, and more. Of course, customers had to buy into the “new presence” of Qv21.

HERE'S WHAT WENT DOWN

Strategic Sub-Brand Building

Intersect - short for intersection. Seemingly simple yet infinitely strategic, this symbol stands for collaboration and movement, positioning the sub-brand directly in the transportation industry.

Key Tasks

  • Designing a cohesive identity for the Intersect brand, including logos, tone, event materials, and campaign creative.

  • Strategizing the Intersect platform for post-event momentum and continued engagement. 

Pre & Post Event Campaigning

I executed a multistep pre-and-post-event campaign, combining overall strategy, workflow development, content creation, personalized outreach, and social promotion.

Key Tasks

  • Crafting day-of content, including industry panel content/scripts.

  • Collecting user-centric feedback, guiding the sub-brand’s purpose.

Flagship Event Execution

With the Intersect concept being introduced to the client base as an event first and a sub-brand second, event planning and day-of coordination were essential to make the right first impression.

Key Tasks

  • Securing event RSVPs and room block reservations.

  • Capturing photos, videos, and testimonials of event-based content to promote post-event.

RESULTS

“Intersect has brought our company EXACTLY up to speed in both the market’s perception and even our own team’s perception.”

— Jonathan Currie (JC), CEO, Qv21 Technologies

  • Attracted ~30 customers in Year 1 and ~50 in Year 2, with participants spanning multiple industries.

  • Achieved a 75% RSVP-to-attendance conversion rate, surpassing SaaS benchmarks for similar events.

  • Customer feedback directly influenced product development, with over half of attendee suggestions integrated into the roadmap.

  • Retention rates improved by 10% YOY, while referral activity increased, leading to new customer acquisition.

  • Nearly all attendees indicated they would return for the next event.