Founded in 1985, TOPS held the throne of the property management industry for many years, creating one of the only Accounting applications for the niche. As the industry started to change and grow, the company started to face competition and diversity in the industry. Branding and messaging that once led the industry, started to become stale, needing an update so that TOPS could stand out as the powerhouse it once was.
TOPS Software and the suite of products have been acquired and rebranded to Enumerate.
TOPS has been in a season of growth and change for the last few years, transitioning to SaaS web-based products and expaning their customer-base. It was time for a change to the branding and identity to match the more modern feel.
Working closely with the Marketing team, we simplified the logo and updated the messaging and brand assets across the company. I was responisble for creating the general design for all assets and implementing the brand strategy.
As the sole designer at TOPS, with a background in both both web and marketing, I worked with the Marketing team to conceptulize a brand new website from the ground-up.
I developed a custom theme with integrations into some the most popular service integrations in order to create a seamless toolset to reduce friction and increase sales.
The initiatives from the updated website, videos, social media and downloadable content that were created generated an approximate $1.8 million dollars over the first 8-10 months.
To assist the sales team and provide an easy way for prospective customers to see the benefits of the TOPS [ONE] platform, an all-new demo video was created. The goal of the video was to simplify the software, focusing on the features and benefits while embodying the new messaging and branding. The video is primarily used online, however it was the core of event booths at national industry trade shows. Other videos were created, supporting the Customer Success department and other company-wide initiatives.
Instead of strictly focusing on posts that supported the most recent blog post, we started to promote the events where the sales team could connect with the industry and recognized the people of TOPS and their accomplishments. The goal was to create a better narrative for the public.
