The guys at Metavize have rebranded as Untangle, a move which makes a lot of sense in branding terms.

Based in California, they offer a single hardware solution for network control and security. If you’re running a company network and you’re sick of spam, viruses and spyware, and you want to check that your employees are behaving themselves online during working hours, Untangle can help. The new brand name is based on a lovely bit of does-exactly-what-it-says-on-the-tin logic of the sort that copywriters love: because the company’s product fits into a single box, network managers no longer have to worry about wiring in dozens of bits of hardware to deal with different problems. The “tangle” of cables is literally untangled, saving a ton of time and money.

Along with Untangle’s Greg Cohen, I interviewed a bunch of the company’s clients and wrote case studies based on their (universally positive) feedback. I got this job on the back of another case study project I did in 2005 to promote Elance.com’s diversification into the virtual agency business. For both projects I had to write in a very journalistic style, which is very different from the more direct, sales-oriented approach of standard sales copywriting.