THE CHALLENGE

ramsac offer IT support and managed services, and had developed a good reputation locally for providing IT solutions. Their brand ethos was excellent, and while internally they truly lived the brand, their existing identity didn’t reflect this to their external audience.

Their logo and strapline created more than 13 years ago no longer matched up to who they had become, and with a new partnership with a leading professional services firm, ramsac needed to develop a refreshed identity to accurately represent their brand values and ethos, but also to have a national appeal without alienating their existing customer base.

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THE INSIGHT

We began the project with a brand scoping workshop, allowing us to establish which elements of the brand identity were not capturing ramsac’s personality. This enabled us to realign the identity, develop the strapline and create the core messaging.  In our scope it also became evident that a new website was required, to reflect the revised brand, but also to improve audience engagement.

THE IDEA

We needed to deliver a modern brand that would resonate with a national audience, whilst not alienating local customers. With an evolution of the existing logo, we gave ramsac a premium look. We derived a revised colour palette to reflect the realigned identity, with a dark navy as the core colour signifying trust, strength and dependability, and a contrasting mint green as the secondary colour signifying freshness.

THE IMPACT

The new brand better represents the modern professionalism of the firm and in the first few weeks the sales and marketing team have already seen an uplift in conversions from web traffic, as potential customers can see more easily, what the business offers.

THE EXECUTION

• We defined final brand values, tone of voice and personality, creating a revised brand identity including logo, strapline, social icon, fonts and colour palette.
• We produced brand guidelines, including the creation of photographic style sheet to ensure the visual representation of the rebrand was consistent across imagery.
• We created business stationery including an email signature, prospecting leaflet, sales toolkit, email templates, PowerPoint templates, as well as a range of printed collateral and guides.
• We reviewed the user experience of the existing website, informing our design and build of a new website. During the design of the new website we also created a range of iconography for web and print use.