B2B Technology Brand Identity & Website Redesign for Digital Solutions Provider

Transformative Rebranding and Website Redesign Spotlight A Technology Company’s Future

Automated Control Concepts (ACC) had been working for several years to transform itself from a systems integrator focused on automated controls in a wide range of industries into a digital solutions provider for production manufacturing in a few highly regulated industries.

Committed to a complete brand overhaul, ACC and a private equity firm came to Windmill Strategy for a wide range of services encompassing branding, design, messaging, and a new website, as well as a new name, InflexionPoint.

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Services Utilized

  • Branding & Visual Design
  • Client Training
  • Copywriting
  • Digital Marketing
  • Logo Refresh
  • Marketing Automation, CRM & Sales Enablement
  • Messaging & Positioning
  • Moodboards
  • SEO
  • UX Consulting
  • Web Design & Development


  • Blog/News
  • Content Strategy
  • CRM & MAT Integration
  • Custom Design
  • Custom Theme


  • New company name
  • New brand identity
  • Clear articulation of vision internally & externally

About InflexionPoint

InflexionPoint provides next-generation digital solutions for highly regulated industries. Formerly known as Automated Control Concepts (ACC), the company helps the life sciences, food and beverage, and critical infrastructure sectors achieve their digital transformation goals.

Situation: An Evolving Company Was Held Back By Its Outdated Name and Brand Identity

A highly regarded systems integrator that had been expanding its range of products and services found that its outdated name and branding were holding back customer perceptions of its capabilities. What once seemed cutting edge no longer resonated with the realities of digital transformation in today’s manufacturing environments.

Seeking a complete brand overhaul, ACC and private equity firm Sverica Capital chose Windmill Strategy to assist with a new name and branding, in conjunction with a new website, to complete ACC’s transformation into a digital solutions provider.

Solution: Interviews and Intensive Design and Messaging Work Reframe the Brand and Create the Foundation for a Modern Website

To begin the process of strategically developing a name, branding, and messaging that would be incorporated into a modern and engaging website, Windmill conducted interviews with the client’s leadership and subject matter experts to get a holistic view of the business in both its current and future states, define the ideal customer, and help understand how new branding could highlight the expanded services and industry reach. The company’s identity had to make the leap from “just” a systems integrator to a technology company.


Windmill used a process involving strategic pillars as guideposts to help develop ideas for the new company name. After the name InflexionPoint was selected, Windmill started working on brand concept moodboards to set the direction for logo design and visual branding with the client.

After reaching alignment on an overall design approach, we started on full logo designs. Additional moodboarding exercises within the logo design process demonstrated how the logo could fit within web styles and visual brand components we envisioned. Putting the logo work in context with potential website styles and collateral was beneficial to the overall process, helping to generate excitement about the logo. This helped to keep the project moving along through rounds of feedback, and the website design followed soon thereafter.

Envisioned as the hub of marketing and sales efforts and a platform for reaching ideal customers—generally higher-level decision makers with the power to drive enterprise-wide solutions—the new website puts the desired industry segments front and center: Life Sciences, Food and Beverage, and Critical Infrastructure (water and renewable energy). Integration of the website’s form with the client’s Zoho CRM was an important piece of the development process.

Core brand messaging developed during the extensive interviewing and planning process laid the foundation for website content and copywriting.

Finally, in addition to the website, Windmill created templates for marketing materials to allow internal marketing employees at InflexionPoint to edit and create new versions of the raw InDesign files whenever needed.

Results: A New Name, Brand Identity, and Website Deliver a Clear Vision Internally and Externally

Windmill and the client worked together to prioritize the most critical milestones so that ACC could formally announce the new InflexionPoint name and identity at a life sciences industry trade show, with an “MVP” trade show website ready to go. The full site debuted a few months later.

InflexionPoint’s new website incorporates the new name, logo, color palette, and messaging to bring to life the company’s rapidly evolving approach to its identity and markets.

Are you looking for a digital marketing partner that understands the complexities of your industry? Let’s talk today


Windmill Strategy is a web design company & digital marketing agency helping B2B OEM manufacturing companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.