Men&Mice: Reinventing a 30-Year-Old Niche Tech Company
Key messages
Tone of voice
Positioning
From jargon to human-first: brand transformation that drove a $29M acquisition.
The Brief
For 30 years, Men&Mice quietly built award-winning network management solutions. But despite its innovative tech and loyal customers, the brand was stuck in the past—heavy with jargon, difficult to grasp, and visually invisible in a crowded enterprise market. The company needed to tell its story with the same clarity and confidence as its technology.
For 30 years, Men&Mice quietly built award-winning network management solutions. But despite its innovative tech and loyal customers, the brand was stuck in the past—heavy with jargon, difficult to grasp, and visually invisible in a crowded enterprise market. The company needed to tell its story with the same clarity and confidence as its technology.
The Shift
In 2020, I joined the marketing team and partnered with Kontor Reykjavík to reimagine what Men&Mice stood for and how it spoke to the world. I led the repositioning—shifting from "tech-first" to "people-first", whilst anchoring the narrative in three guiding values: reliability, simplicity, and playfulness.
In 2020, I joined the marketing team and partnered with Kontor Reykjavík to reimagine what Men&Mice stood for and how it spoke to the world. I led the repositioning—shifting from "tech-first" to "people-first", whilst anchoring the narrative in three guiding values: reliability, simplicity, and playfulness.
The Shift
In 2020, I joined the marketing team and partnered with Kontor Reykjavík to reimagine what Men&Mice stood for and how it spoke to the world. I led the repositioning—shifting from "tech-first" to "people-first", whilst anchoring the narrative in three guiding values: reliability, simplicity, and playfulness.
In 2020, I joined the marketing team and partnered with Kontor Reykjavík to reimagine what Men&Mice stood for and how it spoke to the world. I led the repositioning—shifting from "tech-first" to "people-first", whilst anchoring the narrative in three guiding values: reliability, simplicity, and playfulness.
The Work
- Crafted a brand positioning and messaging architecture—the backbone for how the brand speaks and shows up
- Partnered with Kontor Reykjavík, who designed the new visual identity (logo, typography, and digital system) based on the strategy we built
- Redefined voice and tone. We built rules, examples, and guardrails so copy always felt confident and precise
- Rolled out the new messaging everywhere: website, sales materials, external communications
- Built thought leadership momentum with strategic content partnerships (including Forbes and Gartner) and a suite of channels: newsletter, webinars, PR
The Result
- The rebrand gave Men&Mice a powerful new way to connect with both users and enterprise decision-makers
- Finalist at the 2020 Lúðurinn Advertising Awards
- $29 million acquisition by BlueCat Networks (2023), with the new positioning playing a key role in strengthening global visibility and market confidence
The Result
- The rebrand gave Men&Mice a powerful new way to connect with both users and enterprise decision-makers
- Finalist at the 2020 Lúðurinn Advertising Awards
- $29 million acquisition by BlueCat Networks (2023), with the new positioning playing a key role in strengthening global visibility and market confidence
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