Agency Launches New Brand for Inovis, Inc.

ATLANTA—(January 27, 2003)—Char Baxter Communications, an agency specializing in integrated marketing services for the technology industry, has completed a new brand launch for Inovis, Inc., an enabler of B2B trading communities.

Boasting 18 years of experience and 20,000 customers around the world, Inovis was divested from Peregrine Systems and is made up of the assets of Harbinger and Extricity, both previously acquired by Peregine. “Our company wasn’t new, but our name was virtually unknown in the marketplace when we contracted with Char Baxter Communications,” said Steve Gaylor, vice president of marketing for Inovis. “And our legacy reputation as a provider of EDI solutions didn’t at all mirror who we are today: a trusted partner in helping companies around the world build, manage and grow their trading communities.”

So Char Baxter Communications built the Inovis brand from the ground up. First, the agency developed strategic positioning that leveraged the company’s experience and solid base of satisfied customers, while bringing to the forefront its proven capabilities as a leader in the burgeoning e•commerce marketplace. As part of the new corporate identity, the agency produced a logo and tag line, “Forging the e•Chain,” that succinctly summed up the company’s value proposition.

Then came print advertising with original photography, a comprehensive web site and a fresh nomenclature system for the Inovis suite of products and services. Corporate identity standards were developed and distributed throughout the company’s North American and European offices. A customer conference identity is underway. Branding the multiple products and managed services has begun. And marketing collateral will be completed over the next few weeks.

“Inovis presented us with an opportunity to do what we do best—produce a truly integrated branding campaign that began with the question, ‘Who is Inovis?’” said Char Baxter, CEO of Char Baxter Communications. “When a company is savvy enough to question all assumptions, willing to ‘peel back the onion’ to its core essence, then you have the start of a truly effective branding campaign. With minimum constraints, Inovis gave us the strategic creative freedom to produce a truly memorable brand in the B2B marketplace.”

Inovis was thrilled with the results. “The tag line alone differentiates us, and it’s just one component of the branding campaign Char Baxter Communications produced,” said Steve Gaylor, vice president of marketing for Inovis. “It’s a beautiful summation of how Inovis helps companies build B2B trading communities. That’s one of the things the agency is so good at—clarifying the message. They carried that clarity all the way through our new naming conventions and corporate standards. We wanted a full-service agency to tackle this project, and what we got was all that and much more from Char Baxter Communications.”

About Inovis

Inovis, Inc. (formerly Harbinger and Extricity) helps companies rapidly and cost-efficiently build, manage and grow B2B communities. With over 18 years of experience and 20,000 customers, the company provides businesses large and small with award-winning software, connectivity, business process management and managed services to participate in collaborative partner relationships. Inovis solutions leverage the inovis:Access (formerly Get2Connect) global trading network, which processes over 1.4 million e•commerce transactions each business day. For more information, go to www.inovis.com or call 1-800-607-4334.

About Char Baxter Communications

Char Baxter Communications is one of the leading integrated branding and marketing agencies specializing in the high technology industry. Founded in 1991, the agency has created winning marketing strategies for technology companies at every phase of evolution—from introducing start-ups to transforming existing companies and products to launching global business units for large, well-established firms. Services range from advertising/public relations, integrated marketing, interactive development to media training and video production. Located in Atlanta, GA, USA, Char Baxter Communications serves local, national and international clients, including some of the largest and best-known technology companies in the world.