Creative Direction | Brand Strategy | Team Leadership
The Challenge
A strong brand should evolve with the business behind it. At Giacom, that meant supporting rapid growth, acquisition and transformation while building trust with partners, vendors and employees alike.
The Approach
I led the evolution of the Giacom brand through two major phases of growth. The first supported the business's transformation from a niche hosted Exchange provider into an award-winning £100m+ cloud marketplace, working directly with the CEO to shape the brand's mission, vision and positioning. The second unified Giacom, DWS and Union Street under a single master brand following acquisition and organisational change. Giacom's name was retained because the brand equity was too strong to leave behind.
Across both programmes, I directed a team of five designers alongside external agencies, internal marketing and internal comms, delivering visual identity, tone of voice, messaging, photography and customer-facing communications, more than 600 assets in total, while building stakeholder alignment and ownership across the business.
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.
