Strategic brand for IT business

Putting IT at the heart of your business.

Brand Project Overview

Central Networks and Technologies is an IT services and support specialist, 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 Business Challenges

A unique business that operates in a crowded market.

How might their identity showcase their value?

A people-led business, hidden behind technology-led communications.

How might personality be central to the brand?

A deep-rooted caring culture that was hidden away.

How might we articulate their values?

A dated website that didn't stand out against the competition.

How might we position them as different?

Brand Process

Entire project delivered remotely through Covid lockdown using Mural.

Insight workshops to understand the business and its values.
Workshops and engagement with 30+ team members.
Audit of current identity.
Competitor review.
Defining purpose, principles and personality.
Reframing the proposition.

Brand Strategy

IT should be black and white.

Brand purpose:

We exist to restore faith in IT procurement.

Brand positioning:

At the heart of business.

Brand personality:

The faithful sidekick.
Thoughtful. Reliable. Resilient. Gritty, straight-talking. Assured.

Brand proposition:

We are the straight-talking, honest & open IT partner that sits at the heart of business.

We prefer to say it like it is. Open, honest and straight talking; removing any grey areas to make it black and white. It’s the reason our customers trust us.

Brand Identity

Thoughtful, straight-talking identity.

Development of brand language
A new identity that places 'IT' at the heart of the Central brandmark.
Scoping, designing and building a new website
Brand book and guidelines.
Brand implementation including presentation templates, 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