global tech brand.
How INK helped position Quest for acquisition, then three years later led its resurgence.
To paraphrase Yogi Berra, the rebirth of Quest was like déjà vu all over again. In 2011, INK created marketing campaigns and corporate brand strategy for Quest anchored by the tagline we coined, “Simplicity at Work.” Quest was then acquired by Dell in 2012 for $2.3 billion to provide both hardware and software to enterprise customers. But in business and in life, things don’t always go as planned. The market didn’t want to be locked into a one-stop shop, and we were hired again in 2016 to position the business unit to compete against other enterprise software brands. As that work was nearing completion, Dell Software Group was sold and we were retained under the new ownership to develop naming, positioning, the identity system and brand launch materials. The IP and brand equity of the original name made it a natural choice to relaunch as Quest, albeit a new, better version of its former self.