BOSTON J. Winsper & Co. has introduced "The freedom of security" as the new tagline for Liquid Machines, a provider of enterprise management software.
That line tops a major redesign of the Lexington, Mass.-based client's Web site, www.liquidmachines.com. Collateral, trade-show and sales support materials are also part of the effort, which targets C-level executives who make corporate technology decisions.
"The agency presented a stronger, more defendable position by aligning Liquid Machines' unique product differentiators—one that evokes the notion of 'boundless' and 'adaptability,' not rigid or unproductive processes for security management," said Jeff Winsper, president of the independent agency in Providence, R.I. The old positioning had been "Enabling secure business."
Steve Bautista served as creative director on the effort; Bob Clinton handled Web development and design.
—Adweek staff report