Brand Identity | Visual Systems | Creative Direction
The Challenge
Giacom is a B2B technology business providing cloud, software, communications and hardware to IT resellers and Managed Service Providers.
As the business grew, so did the complexity. I needed to create a consistent identity that would work across every part of the business.
The Approach
I worked with the CEO to create Giacom’s initial brand identity, visual language, tone of voice, mission, vision and positioning. The aim was to make a complex technology business position simpler, more distinctive and easier to understand.
The brand grew with the business, from a niche hosted Exchange provider into an award-winning £100m+ cloud marketplace. It supported Giacom through rapid growth, three rounds of investment and ultimately acquisition by Digital Wholesale Solutions.
After the acquisition I needed to bring Giacom (Cloud), DWS (Mobile and Connectivity) and Union Street (Software) together and create a system flexible enough to support new products, services, future acquisitions and growth.
I evolved the strongest parts of my original identity into a broader, more flexible brand system. Giacom became the master brand for the combined £300m+ marketplace, giving the business one clear identity across digital, campaigns, events, environments and customer communications.
Across both phases, the identity extended across more than 600 assets and multiple customer and business touchpoints.
The Outcome
The Giacom brand became a recognised and trusted identity within the channel, strong enough to become the master brand following acquisition and organisational change.
The best measure of a rebrand is whether it holds up when the business around it changes. This one did it twice.
