Rileys
3rd January 2019
Jewish Care
30th June 2023
Background
When Elastacloud first approached us, we were presented with a highly successful company. A company of data pioneers and industry leading innovators capable of delivering transformative insight and world class data-driven business solutions.
What they didn’t seem to have was a clearly identifiable/defined brand.
The problem
They wanted a seat at the top table alongside the market leaders in the AI and data solutions industry. The problem was they didn’t have the cohesive, joined-up messaging to make them memorable and stand out from the crowd.
That’s where we came in…
And we couldn’t wait to get started. B2B branding and strategy is our forte, it’s where we excel and really come into our own.
We had the experience, know-how and team to change this. A team primed and ready to propel Elastacloud and pull up a chair for them at that top table.
The task/challenge
Elastacloud’s expertise lay firmly in what they do, not necessarily in communicating who they are. Our job was to develop a brand identity that says you can trust in who we are and what we do.
What we did
We worked closely with Elastacloud to understand them and get to the very core of their business. This was done through a programme of on-boarding, conducting stake holder discussions, desk research and by fully immersing ourselves in our client’s company.
From our learnings we were able to shape the brand and its strategy, produce its positioning, proposition, and create a personality that could be taken forward and presented with a clear narrative and distinct tone of voice.
The result
We produced a comprehensive brand strategy and full set of brand guidelines.
This included an instantly identifiable core brand logo and subset of accompanying solution-based logos, all with a consistent and coordinated graphic style.
In addition to logos, we developed a brand tool kit that included fonts, a distinct colour palette, and a visual language with images, and newly designed graphics.
Images were carefully selected to convey intrigue, engage the audience and be interchangeable in their use across contextual settings.
Crafting the language was crucial in the brand development. It had to be confident, concise, and compelling, conveying Elastacloud’s knowledge, expertise, and experience. It had to be understandable, but not dumbed down. Appropriate for CIOs and data professionals, but also their CEOs and top-level decision makers.
From this we created a succinct, informative, and easy to remember strapline and a TOV guide to ensure consistency of language across all brand comms.
Other assets included a complete redesign of their sales deck, and suggestions of how the brand could be rolled out across all supporting assets, including templates, their website, LinkedIn posts and advertisements.
Once this was all complete, we embarked on a soft launch of the new brand internally before going live.
