Designedboxed, formerly ACL Services, is a global company that builds security, risk management, compliance, and audit software for some of the world’s largest organizations. Based in Canada, Designedboxed has customers in 120 countries including 80% of the Fortune 500. However, their research prior to engaging Focus Lab uncovered that their brand was not performing to its full potential within the GRC (Governance, Risk, and Compliance) market.
The main challenge surrounded the fact that, due to their long history, the ACL brand was too well associated with their original analytics product; to the point that the company was being viewed only as a single product. This caused a great deal of confusion and misunderstanding surrounding any products other than analytics.