NICE Systems


Creative imagery from product literature illustrating the use of camouflage in nature as metaphor for the keen eye it takes to analyze unstructured data, one of NICE Systems’ core competencies.

NICE Systems

NICE Systems is a global provider of advanced technology to analyze unstructured data from multimedia sources helping companies and governments improve the quality of their interactions with customers and other stakeholders.

In an increasingly fragmented market, with clients ranging from call centers to police to airport security, the company needed a sharper message to convey their complex value proposition. Ken led the team that developed the new message: Insight from Interactions, together with a new visual tone of voice and revised brand architecture to unify and clarify the brand promise to a wide range of audiences.

The updated brand has helped NICE Systems push further into new markets. Ken continues to work with the company as an advisor on key brand assignments.