After renaming their well-established range of IT Managed services to Global Management One (GMOne), NTT Communications needed to relaunch the product brand to have global consistency and a clear story – all while respecting the NTT group’s strong brand identity.
The complexities of selling the services through various worldwide affiliates meant the story had become diluted. We created a new proposition and messaging to resonate with IT Managers and show them how GMOne delivers smart, reliable and secure IT solutions that make an impact on the bottom line and transform digital journeys.
Origami is the intricate art of paper folding. It is all about precision; with a methodical approach and considered folds transforming a simple flat piece of paper into an inspired 3D model. For GMOne we created a visual brand hierarchy and identity using origami in visual and structural elements. The origami reflects the Japanese origin of NTT, while visualising how GMOne take a similar high precision approach to their customers’ IT, shaping their challenges to become a business enabler.
With a strong proposition and identity in place, the brand came together with the creation of comprehensive brand guidelines that respected the wider NTT brand by using elements from it, including typography and colour palette. The guidelines ensure that anyone, wherever they are in the world, can stay on brand when selling GMOne services.
A new website focuses on user experience and engaging customer journeys. A suite of customer-facing collateral, internal sales toolkit and animated video delivers key messaging to the target audience across multiple channels.
The visually engaging video brings to life the newly created product brand, telling the story of how GMOne can help businesses, and had over 20,000 views on YouTube in the first week, and over 95,000 views in the first month.
Is it OK that I am a little bit proud of this particular video? The origami concept has been visualised and matched to the Japanese style background music just perfectly. It was a pleasure working with you on this project and you translated my unstructured chaos of ideas to produce a thing of beauty!
This product brand refresh placed NTT Communications’ IT Managed Services back on key decision makers’ radar worldwide, in a consistent and professional way that leveraged the wider group’s brand. The product brand sets GMOne apart from competitors, giving global sales teams the clarity needed to successfully tell the story and sell the benefits.