Doug Lockyer
Dan Freytag
David Papworth
Ji-Hyun Lee

Digital Lighthouse presented a unique challenge for branding, in that the enterprise was the result of four highly specialized firms merging to present to the marketplace a professional services and technology solutions provider. The companies that constituted Digital Lighthouse were:
• Riptide: interactive communications and e-commerce
• Acorn: knowledge management and CRM
• Lighthouse Consulting: CRM and technology integration
• Etinuum: e-commerce, call center management, CRM

What the firm needed more than a logo was a positioning statement that would carry it through the introduction phase as the company went public.

What Doug and his team finally settled on was "the Customer Relationship Experts" which positioned the company in the CRM sphere, but allowed the strong professional services component to flourish. By calling attention to the firm's expertise instead of labeling themselves solutions providers, Digital Lighthouse were able to offer the sharing of expertise as well as simply the sale of software.