--- title: DESIGNING A SUB-BRAND description: Dead Letter Creative crafted a dynamic sub-brand that fostered collaboration, enhanced customer loyalty, and drove growth for its client Qv21 Technologies. Discover how the flagship initiative, Intersect, built a two-way dialogue, improved engagement, and positioned Qv21 as an industry leader. image: https://deadlettercreative.com/hubfs/Blog%20Banner%20-%20DESIGNING%20A%20SUB-BRAND%20(1600%20x%20900%20px).png --- [Skip to content](https://deadlettercreative.com/blog/intersect-case-study#main-content) [![Logo - White](https://deadlettercreative.com/hs-fs/hubfs/Logo%20-%20White.png?width=500&height=500&name=Logo%20-%20White.png) ![Logo - Black - Stacked](https://deadlettercreative.com/hs-fs/hubfs/Logo%20-%20Black%20-%20Stacked.png?width=500&height=500&name=Logo%20-%20Black%20-%20Stacked.png)](https://deadlettercreative.com) ###### 4 min read # DESIGNING A SUB-BRAND By: [Fallon](https://deadlettercreative.com/blog/author/fallon) on Mar 6, 2025 11:17:32 AM [Case Study](https://deadlettercreative.com/blog/tag/case-study) [Customer Retention](https://deadlettercreative.com/blog/tag/customer-retention) [Branding](https://deadlettercreative.com/blog/tag/branding) ![Featured Image](https://deadlettercreative.com/hubfs/Blog%20Banner%20-%20DESIGNING%20A%20SUB-BRAND%20(1600%20x%20900%20px).png) **👋🏼 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.  - [Tweet](https://twitter.com/share) [![Logo - White - Spread](https://deadlettercreative.com/hubfs/Logo%20-%20White%20-%20Spread.png)](https://deadlettercreative.com) - Legal Stuff - Privacy Policy © 2026 Dead Letter Creative, LLC. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Fallon", "url" : "https://deadlettercreative.com/blog/author/fallon" }, "dateModified" : "2025-03-07T03:49:06.616Z", "datePublished" : "2025-03-06T16:17:32.000Z", "headline" : "DESIGNING A SUB-BRAND", "mainEntityOfPage" : { "@id" : "https://deadlettercreative.com/blog/intersect-case-study", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ```