Branding is our passion. We love working with clients to bring their brand to life. And when you love what you do, you never see work as a chore or a burden. So, when Primenet approached One Studio to help them reinvigorate their brand, we jumped at the chance to work with this industry-leading business.
The beginning…
As a global IT support provider covering maintenance, consultancy, and cyber security, Primenet stands out from the crowd for its offerings and services. Yet, their original brand was not reflective of this. Or their impressive growth and positioning within their industry. It lacked personality, felt dated and used characterless generic IT imagery and iconography.
They were looking for a brand that would be individual in their field and easily recognisable as theirs – one that would be flexible and creative enough to work across all platforms and the services they offered. In essence, a brand that better promoted them, their values, and their voice.
The middle…
To kick the project off, One Studio invited Marketing Director Dorota Gibiino and key Primenet stakeholders to a branding workshop to discuss their brand in detail. Workshops like this help establish the pivotal points of a brand. Proposition, positioning, essence, personality, attributes, values and tone of voice are all key to the successful outcome of any branding project. Key take-outs from this work included Primenet’s customer-led attitude (one size does not fit all) and their ‘umbrella’ approach (all services under one roof).
Armed with this information, we could start looking at concepts. We consider everything we have learned and apply it to our thinking at this stage. Therefore, no mark or idea is carried forward without going back to the information we have gathered. Our ideas correlated with what we had unearthed about the brand, specifically their customer-led attitude, trustworthy and personable approach, and positioning as ‘knowledgeable experts’. We presented three concepts to the team focusing on the identity and how that would work across collateral. Although the choice was difficult, the decision was unanimous.
The winner
The chosen identity expresses the business’ core values, proposition, and positioning; they have a 360˚ approach to making IT simple. The design uses a rounder font, making it softer, friendlier, and more contemporary than its predecessor. The circles represent their complete end-to-end service. The subtle smile incorporated within the icon is a [subconscious] visual cue to their trusted services, customer-led approach, and excellent customer service.
The circle graphic informs the rest of the brand’s look and feel. It also forms the basis of other supporting assets. We complement these using a whole suite of graphics and icons that together are essential to the visual identity. The colour palette ensures the graphics stand out. A light grey or white background gives the brighter primary and secondary colour palettes a real punch. The use of well-placed textures and gradients also adds another dimension to the flexibility of the brand assets.
The end…
We produced an in-depth set of guidelines to support the brand. We also devised a complete suite of icons to team with messaging off and online. All essential assets were supplied to the team with document templates to ensure full integration within the business. This ensured all internal and external documentation was used consistently. As well as print and web collateral, we also produced animations for use on their website and social media accounts to further promote their modern approach.
Primenet now has a fully considered and integrated brand; look, feel and messaging. And they could not be happier with the results. The team were enthused throughout, positive, and complimentary about the whole experience and working with us. Externally and internally, they’ve had lots of positive feedback about every aspect of the new brand. They’re now looking for other ways to adapt and roll it out.
It has been a pleasure working with Primenet. Dorota’s brief and vision were clear and detailed from the start, which always sets a project up for success. She also trusted our process and experience, which enabled us to create freely and push boundaries. We’re so proud of the work we have all produced together. We continue to work with them in bringing their brand to life in lots of new ways.
“I can honestly say you are the best design agency I’ve worked with, 360º consideration to brand and the application across all media. Looking forward to working with you as we grow our marketing and company.”
Dorota Gibiino
Marketing Director, Primenet
To see more of our work for Primenet, or other branding projects, head over to our work page. If you would like to talk to us about any aspect of your brand then we would love to talk. Drop us a line or call Natalie so we can help you realise your vision.
