Taking connections further

We’re proud to launch a comprehensive new brand and website for one of Europe’s fastest growing IT specialists, Communicate.

15th September 2021

15th September 2021

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Estimated Reading Time 7 Minutes

James Bolton

James Bolton

James Bolton

Written by James Bolton,
Creative Copywriter

Alongside creative storytelling across a variety of channels and audiences, James helps define our client propositions by creating unique brand stories and verbal guidelines that get to the heart of their purpose and mission.

As one of the industry’s leading internet service and managed security providers, Communicate keep over 500 businesses and 50,000 users connected and secure across the UK.

Operating from their headquarters in Wynyard as well as sites in Leeds, Bedfordshire and Kent, Communicate has a national portfolio of clients that covers business parks, office spaces and a broad range of organisations. The rebrand comes as the company celebrates its 10th anniversary, and brings together multiple specialist divisions to create an all-inclusive approach that unifies and leverages their offering.

Keeping business connected

In 2021, we live in a world where being connected is the electric current that powers productivity and profit. And when things aren’t working as they should, you need a solution at the click of a button. That’s when Communicate is on hand.

With an adaptable approach that allows clients to quickly and seamlessly add new services and users, Communicate connects and secures businesses of all shapes and sizes. From start-ups of two or three to large corporations and beyond, their comprehensive offering has the flexibility to scale and integrate to suit the unique needs of each and every business.

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Custom infrastructure and practical intellect sits at the core of their process; with a precise fusion of collaborative working, clear communication and responsive support allowing Communicate to overcome any technical challenge and provide everything needed to keep business moving.

Connecting their story

After a refined Discover phase, the process progressed by creating and defining a distinctive brand story that reflects Communicate’s approach, expertise and journey. A key objective was bringing clarity to their previously diluted marketing message, which had proved inconsistent due to disparate divisions and siloed teams.

As part of this stage, we also shifted their archetype to a more technical corporate weighting, with a subtle accent of time-served expertise backed up by down to earth support. This transferred across to a refined vision, mission and beliefs, and included a development of their tone of voice and key messages. A new strapline was also introduced which centers around the idea of powerful connections bringing people together to solve problems and explore new territories. And where connections keep business moving, powerful connections take business further.

Communicate strapline - powerfully connected

Making connections visible

The concept of connections runs through everything Communicate does. Whether it’s network, security and telephony or its people-first support, connections — in a tangible and intangible sense — are the core of Communicate’s activity.

Finding a way to visually reflect this concept was a key part of the brief. It needed to be something that pushed the brand into a space that felt smart, new and exciting; something that could partner with type choices, colour palettes and an image style to tip the brand towards professional, corporate confidence rather than consumer cool or faceless force. As a guide rail, major utility providers and big B2B players were seen as the right sentiment and territory to explore.

There were also some clear watchouts from within the sector; dark cyber focussed homepages, overtly digital fonts, stock cityscapes at night... you’ve seen the websites, you get the picture. But with a clear, minimal and simple direction in mind, care was also needed to not end up with a characterless system that was so minimal it felt generic.

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A supercharged connecting spark was the result, which just like Communicate’s service and approach, runs through all major client touchpoints. This visualisation of connections is powered by an electrifying but refined lime green, which carries over from the previous brand. Early on we established that this colour should be retained but toned down into an accent that added personality as well as familiarity. Together with an updated dark green palette, this would help subtly take the brand to the next level without completely abandoning a striking element that was naturally rooted in the minds of clients and employees alike.

Reconnecting their online presence

Alongside a new identity and story, we created an interactive website to help raise brand awareness and improve perception on a local and national level. While for Communicate, the majority of business starts offline, the website plays an important role in providing reassurance through result based examples of services and benefits. It was felt the previous website no longer reflected the business, so an updated design with refreshed content, refocused user journeys and refined service offerings would help elevate the brand.

There was also a clear opportunity to build a website that played a more important role in generating potential leads, as well as helping nurture those that start offline. Strategic calls to actions and a refined structure combine to offer a more engaging user experience that integrates with the organisation’s marketing funnels and wider sales strategy.

Another role the website plays is to aid the support experience for existing customers. Through dedicated portals, service desk, live status pages and cyber incident help, the website provides easily found informative links, as well as direct lines and simple methods of contact.

A brand that connects

With an amplified message combining with a modern corporate look and feel, Communicate’s powerful new brand paves the way to untapped markets and serves as a compelling reflection of their unique technical expertise, practical intellect and responsive support. The impetus will also help the company towards long-term objectives, with a key aim to attract talent and add weight to their commitment to investing in those joining the sector for the first time.

Client Services Director, Paul Bell, said: “The complete brand overhaul signals a new chapter for Communicate, acting as a true visual and verbal representation of their journey and proposition.

“The business is now armed with a fresh narrative and a new visual brand which will express their points of difference within a crowded marketplace and ever-evolving industry. It also highlights their aspirations, positioning them for future growth and expansion across the UK and beyond.”

Communicate, CEO, Tony Snaith added:

“It’s the perfect time for a rebrand as the business has developed significantly over the past ten years. The new brand reflects our vision going forward and our streamlined full service offering.

“It’s taken time to refine our brand and we’re thrilled to have worked with Better throughout this process to finally bring our vision to life. We are thoroughly looking forward to seeing our new brand out there.”

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