How a Strategic Rebrand and Redesigned Sales Collateral Gave a Data Center Company a Competitive Edge.
Evolve is a medium sized Houston-based data center solutions provider that is comprised of several sub-brands—each of which was using a different logo. Together, the company can expertly service all phases of the data center lifecycle. In the past, Evolve’s business had come from word-of-mouth or repeat business. As such, the majority of the market was unaware of their expertise and capabilities. This lack of awareness caused the company to be incorrectly perceived as small by potential customers. To that point, a number of key perception issues needed to be addressed in order to position Evolve in its rightful place amongst competitors.
Defining the Brand Differentiators
S.O. CREATIVE began by doing research to better understand their business, target audience and growth objectives. From there we developed a brand strategy with a unique market position that differentiates Evolve from the competition. We refined the primary messages to better communicate the company’s brand promise and core offerings such as ‘expertise for the lifecycle of your data center’, ‘mission critical expertise and proven protection’ and ‘all-seeing, all-knowing data center solution’.
Creating a New Look to Support the Brand Message
To overcome the perception of Evolve as a small company, S.O. CREATIVE needed to create a new brand look that would unify the sub-brands and make it clear they were all a part of the same company. We streamlined the logos to all feature the same iconic red ‘e’ used in the corporate logo and typeface to ensure visual cohesion.
To better illustrate the true range of their services and build on the core message of ‘expertise for the lifecycle of your data center’, we developed a data center lifecycle service chart. This enabled clients to quickly see that Evolve can fulfill a range of specific needs or handle an entire comprehensive project from end-to-end.
Our team designed new brochures with a clean, modern look for each sub-brand as well as a companion pocket folder that together made for a cohesively branded collateral package. In addition to the new design, we developed content that was clear and concise while staying in-line with the new brand message.
An Impactful First Impression
The company has benefited from a cohesive brand look that brings together its offerings in a way that was immediately recognizable for customers. The new collateral more accurately communicates the range of comprehensive services and expertise provided by the Evolve family of brands. The sales team has reported a more enthusiastic response from potential clients and are no longer perceived as a series of smaller companies but as an industry-leader with the expertise and skill to out-perform their competition.