Putting people at the core to create a clear and sustainable future
Telefónica Tech, the leading company in digital transformation, firmly believes that technology should be created to enhance lives, not take over them. It should allow us to share experiences and opinions, not hide or remain anonymous. And it should bring us together, not pull us apart.
With people giving purpose to technology, not the other way around, we knew our creative needed to focus on humanity, not technology.
Finding thehuman touch
Following an acquisition of CANCOM UKI in 2021 to expand its portfolio into IT and managed services, Telefónica rebranded CANCOM as Telefónica Tech and needed a distinct positioning and identity to enter the market with.
Part of the wider Telefónica brand, our identity needed to align with the parent brand, yet create its own position the market – all the while offering stability to its workforce who have lived through the transition. And with customers spanning a range of key sectors, the brand needed to have flexibility to become sector-specific in the right channels.
So, a new brand identity that stands out in cluttered market, empowers employees to feel secure and positive about their future, and has flexibility to adapt to different audiences. There was one clear solution: we must always put people at the core of what we do.
Creating consistency in the ever-changing world of technology
Working with one of our partner agencies who developed the overarching proposition for the new Telefónica Tech brand, we quickly immersed ourselves to find the best way to bring it to life through a new identity.
Developing a tone of voice that led with the benefits to people, not the product portfolio, was key to focusing on humanity, while researching key competitors to understand their visual language and positioning led us to identify a visual ‘white space’ in the sector.
The outcome of our ideation and exploration? Four visual interpretations, each with an adapted tone of voice that mirrors the positioning, with one winning route approved by all stakeholders. Real world big picture photography captured attention with unexpected shots that create impact in a traditional tech landscape.
With a creative direction in place, it was time to create the go-to-market brand launch. Externally, we designed a new website and created a new brand film that brought Telefónica Tech’s new identity to fruition. This was supported by a crucial internal launch to immerse employees in the new brand, so they could not only understand what they are part of but start to live and breathe it too.
Colleagues now unite on a daily basis to bring the value of putting people at the core of their technology to life, ensuring longevity and futureproofing the Telefónica Tech brand.
Making a meaningful difference
As the leading company in digital transformation, it was key we treated the brand’s transformation with great care. Our new positioning not only helps ensure Telefónica Tech has a clear and sustainable future that is relevant to its customers’ needs, but it offers stability and direction to employees after a transitional period too.
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