Liquid IT

BRANDING THAT IS SECURE

A brand refresh for Liquid who are experiencing rapid growth as a new leader in IT services across cyber security, connectivity and workspace.

Research | Strategy | Positioning | Internal Clarity | Tone of Voice | Design | Website | Signage

Project Outline

A few years ago an IT start-up came to us wanting a new brand, and within no time at all they had settled on the name Liquid IT and a stronger vision for the personality of their business.

We only designed the logo and some basic guidelines due to their understandably modest start-up budget. But we asked if they could return to us if they became successful so we could help evolve the brand. And that happened within two years!

Liquid had gained good traction in the market but research revealed that the market struggled to clearly understand their offering and staff were equally unsure. They suffered from ‘doing things on the fly’ and the brand had become a bit disparate and not well understood. They knew the time had come to do things properly.

We set about working with the four directors to explore and clarify the business. We also interviewed employees to seek feedback and engage them in the process. We also spoke with clients around their perceptions of the brand and service. This work and distillation of the brand aligned the internal thinking and set the platform for who they are, what they do and why. This new positioning revolved around a ‘Security led IT’ offering. This was cutting edge in the market, yet naturally what Liquid were already doing.

We evolved and modernised the identity to reflect this new offering especially around their three core services; connectivity, cyber security, workplace. This was then expressed through a new web experience to help educate and sell to potential customers. Office signage and décor were created to improve staff culture and customer experience.

Liquid also launched their monthly Security Bulletin which has increased their market perception as market leaders.

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