name game

Via introduces Axeda Systems, a company born out of the merger between Emation and Ravisent, in a national print campaign set to break in March.

Axeda, Mansfield, Mass., is a provider of software that helps organizations connect remote devices, accor ding to Rich Ricco, co-founder and creative director of Via, Portland, Maine.

The integrated effort introduces the client’s new name and seeks to educate the target audience of corporate technology decision – makers about Axeda’s diverse product base.

Print, direct mail, e-mail marketing and collateral materials are all in the mix.

A print advertorial is set to break in March issues of healthcare and semiconductor trade publications such as Semiconductor International and 24/7.

Although Via did not create the Axeda name, the agency was responsible for the brand strategy. The shop also crafted a new logo.

Via won the business after a review of unnamed agencies in August. Spending was not disclosed.