Martello BLOG : 2018

Last March, with a pile of candy and a team of enthusiastic mentors, Martello helped students at every hour of the night to develop a solution for their CU Hacking challenge. Carleton University’s Hackathon, CUHacking was an extraordinary experience in mentoring that also brought back nostalgic memories of our university life! Fast-forward to today, and we are excited to once again be sponsoring CUHacking. This year’s hackathon, with more than 1200 applicants, will be held at Carleton University’s Residence Commons on March 31 to April 1. We’re honoured to present a new challenge this year which students will have 24 hours to hack. Many of Martello’s developers are former hackathon participants, and we encourage students to participate in CUHacking. It offers a fun approach to developing skills that are not taught in class while gaining the experience of building a solution to a real problem.

The initial steps in solving a hackathon problem are comparable to building your own startup company. Like a hackathon, every startup begins with a real challenge that people are facing. It is the developer’s job to solve the challenge better than anybody else in the market. Here are some ‘inside’ tips on how you should think through Martello’s CUHacking Challenge: Take our API for a Test Drive and Bring Data to Life.

Visualize the Customer

Developing a solution is a great achievement, but if it is not designed for the right customer or end user, the product is impractical. Ask questions like: Who are we developing this solution for? How does this application or web server benefit the users? How will this solution change the user’s life? You need to obtain a strong understanding of your persona and design a solution that will fulfil their needs and address their problems. Once you have nailed this step, continue gathering feedback, improving user experience and providing new services that will keep your customers happy.

Build your Problem Statement

Before you start coding, it is essential to build your problem statement. What is a problem statement and why is it critical? A problem statement is a concise description of the selected challenge, and it defines how you and your team plan to solve the problem. Drafting out the problem statement will help you stay focused and use your time efficiently throughout the hackathon. After piecing your code together, ensure that all of the components of the solutions align with your problem statement.

We are eager to see how students will interpret Martello’s CUHacking Challenge – the most impressive solution will be awarded a Martello Hackathon Starter Kit containing a raspberry pi kit, Amazon echo dot, multi-colour RBG keyboard and a $50 Amazon gift card! Be sure to check out our Cleaner Better Modular Scalable CSS Workshop by Martello’s Senior Web Designer, Paul Grant and follow us on twitter for day-of-event pictures and updates.

By Tracy King, Director of Marketing

As Martello burst into 2018 with the announcement of our merger with Elfiq Networks in January, the marketing team was already laying the groundwork for the new brand identity we’ve launched today. The project was more ambitious than it looks: to develop a brand identity that would tell Martello’s story in the context of some very aggressive plans for growth. What are those plans? After completing a merger, Martello is pursuing future acquisition targets and a public offering this year. Working with agency Excentric Creative Partners, we’re extremely proud of the outcome: a fresh, meaningful logo design, tagline and brand promise that will take us through the next phase of Martello’s growth.

While the process of launching a new brand identity is full of decisions, one was simple and created the bedrock that began our project: the company name. For those not already in the know, Martellos are small, round defensive forts built across the British Empire in the 19th century. Many are still standing today (watch for one on your next vacation!), and were designed to provide a vantage point to alert local defence forces to an approaching threat. Our founders chose this name, and it stands the test of time: we’re all about giving our customers a strong position from which to detect problems on their network, so that the ‘defence forces’ can be put to work to resolve them.  Read more about our origin story in this blog.

Next came the process of identifying our brand promise and the key messages that would support that promise to our customers. This formed the base from which our agency partner began developing the creative – namely, the new logo. Our tagline ‘Powering Network Performance’ took shape as we honed in on our brand promise – to deliver confidence in the performance of real-time services on cloud and enterprise networks.

On the logo: never underestimate how symbolic a logo can be when integrating two teams after a merger. Our new logo was embraced wholeheartedly by every corner of the business – from the Kanata, Montreal and Paris offices, the feedback was very positive. The new logo takes the best and strongest elements of our two heritage brands and creates something new that is crisp and modern. The red color that has long been associated with Martello is still there, as is the circular ‘o’ reminiscent of a Martello tower. However, the red ‘o’ has been stylized to reflect the key element in Elfiq Networks’ heritage brand identity.

Our small but mighty marketing team is working over the coming months to roll the new brand identity out. Want a sneak peek of what’s to come for our new website? Check out, the website we’ve launched for Enterprise Connect with our new brand identity front and center.

At Martello, we are packing our bags for Enterprise Connect next week!  At the show we have lots planned and will be demoing our complete UC performance management solution in addition to unveiling our new brand identity at the show. Just a Couple of Reasons to Drop by and Say Hi!

  1. Catch A Demo  Walk through our new product suite and see how Martello can deliver network performance management and SD-WAN in one solution – designed specifically for UC.
  2. Get Headshot Ready!  The Martello Booth (#739) is located across from the professional headshot booth at the show. We will have some treats on hand to get you ready for your headshot because we are #PoweringConfidence!
  3. Booth Crawl, Tuesday, March 13th @ 4:00 to 6:00 pm  We are announcing something BIG at EC18 so be sure to drop to help us celebrate with munchies and beer – the first 25 visitors to the booth during this time will get a limited edition Martello gift!
  4. Book a Meeting  Looking for some one-on-one time with us? Book a Meeting

So many reasons why we are counting down to EC18. Come see why Martello is uniquely positioned to help you grow your business and give you confidence in the performance of your UC networks.