Sigma IT is a company focusing on technology but that had broadened their offering to include communication and strategy. This put them in direct competition with another Sigma brand – Sigma technologies. We were brought in to create an entirely new name and identity to separate Sigma IT from other Sigma brands.
What we did:
Brand architecture Brand platform Brand positioning Naming Qualitative and quantitative research studies
Visual identity Verbal identity Bespoke typeface Iconography Illustrations Motion design UX/UI design Websites and apps Guidelines/ Brand portals
Freedom to operate search Pre-file search Surveys Protection
Copywriting Campaign Implementation plan Design templates
What we found, however, was that Sigma IT was not structured according to customer needs. Instead, every new acquisition was added to the mix as a separate company with its own offering. Each company had its own marketing and was not promoting the competences of other brands within the organization.
Our recommendation was to gather all companies under a single brand and create clear customer verticals. This would not only give them cost-effective communication and a smooth process for incorporating acquisitions. Focusing on a particular customer base also meant they would stand out from the competition and take on the role as experts. Whitepapers and thought pieces could be produced, reinforcing their expertise even further.
We gave Sigma IT a positioning worthy of a thought leader ready to help their customers anticipate the future. We needed to balance cool professionalism with a warm, humanistic approach. And inject pride and belief in the future, not least from a recruitment standpoint. To emphasize the message of future and forward motion, we developed the name Nexer, which has clear connotations to the word “next”.
This was reinforced by giving the wordmark a fast-forward symbol. To further strengthen the new positioning, we choose a typeface with personality and strong brand character. We developed a bespoke typeface for numbers and unique 3D imagery, visualizing Nexer’s laser focus on progress and results. All was featured in a national campaign, a launch film, a new site, and much more. The future looks bright for Nexer and so does our close collaboration with their competent team.