Strategic brand for IT business

Putting IT at the heart of your business.

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Central Networks and Technologies is an IT services and support specialist, based in the Northwest of England but operating UK-wide.

Our strategic rebrand for this IT business revealed a refreshed, personality-led identity.
With a 'no grey areas' approach to their service delivery, the visual identity is applied entirely in black and white.

Key challenges behind the change
A unique business that
operates in a crowded market
How might their identity showcase value?
Key Business Challenges
A people-led business, hidden behind technology-led communications
How can personality be central to the brand?
Key Business Challenges
A deep-rooted caring culture that was
hidden away.
How could we articulate their values?
Key Business Challenges
A dated website that didn't
stand out against the competition
How might we position them as different?

Our process of change

Entire project delivered remotely through lockdown using MURAL

Insight workshops to understand the business and its values
Workshops and engagement with 30+ team members
Comprehensive brand audit
Detailed competitor analysis
Redefined brand purpose, principles and personality
A reframed proposition

The change we created

Defining purpose

Telling the story of Central one word at a time based on people, purpose and relationships. Not hardware.

A new visual identity.

Scoping, designing and building a new website
Digital brand guidelines
Brand implementation including presentations, stationery and digital assets

“When we engaged The Engine Room, yes, we wanted to lift the look and feel of our website, so that we could have a clear, dynamic online presence that stands up to some of the larger competitors we’re often asked to quote against. But we also sought to inform, engage and inspire our audience. We provide products and services that truly solve our customers’ problems, and we needed to better convey our extremely human, benefits-led approach. That’s a distinct point of difference in the ‘busy’ IT sector”

Jo Berry, co-owner, Central Networks and Technologies

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