New Name and Brand from 9thWonder for FileMaker Developers

9thWonder focused on a new name, identity, positioning and messaging on the idea that Codence brings software.

Situation Before 9thWonder

New Millennium had been in business for more than 30 years and looked the part. Its messaging and identity gave the impression the company was stuck in the 90s and growth was very slow. The company provided financial consulting and accounting software services and while well-known and respected within a small community, they wanted to break free of perceptions, the past, and find a way to new growth.

Hidden Opportunity

The company came to 9thWonder originally asking to find a way to reposition the company as a services firm for financial and business intelligence.

However, as the agency reviewed the competition, the marketplace and spoke with their customers, 9thWonder found that their real opportunity was in the FileMaker market they were already in, and that their reputation and awareness in that space were the true roadblocks. The company was perceived as old news, non-innovative and stable.

What 9thWonder Did

A new name, identity, positioning and messaging focused on the idea that Codence brings software combined with custom development to break down data silos and bring true business intelligence to an organization.

The name, identity and messaging conveyed new confidence yet no-nonsense approach with a tagline of “make sense” that conveyed the duality of being grounded in common sense and the opportunity to “make cents” as an outcome of working with Codence.

Immediate Results – Metrics

  • 127% Increase in Web traffic
  • 62% More users
  • 10X Increase in Lead Generation

Long Lasting Value

The new brand identity and website launched in February of 2019. Since then, the company has grown revenue by 40%.

The CEO, Scott Love, reported:

Since rebranding and rolling out Codence, our lead generation has increased easily 10-fold, and we’ve almost overnight climbed to become one of Claris’ top-five developers.


About 9thWonder

9thWonder is an ambitious, independent marketing agency composed of diverse thinkers committed to creating not just short-term but the long-lasting impact for its clients.

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