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CompTIA is a non-profit organization that focused on providing IT training and certifications to corporations. With CertMaster, they were marketing their first product direct to individuals. They needed a brand and launch strategy which leveraged CompTIA’s brand equity but also helped CertMaster stand apart as something new and different.
When you look at the IT audience, there is a strong affinity for video games. They grew up playing them and still play them. And even if their career took them down a path of Database Engineering, the problem-solving mindset that helped them beat the first Zelda game they played is still at their core. We leveraged that world of video games and layered in the notion of achievement (also important to gamers) to create a brand that was all about leveling up their IT career.
