Strategic rebrand for cloud business

The hidden technology behind powerful business.

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Brand Project Overview

Vapour offer cloud technology solutions.

A true disruptor in the partner channel – they had quickly grown to a £4m revenue business working for renowned high street giants such as JCT600 and Betfred. With sights set on further – and much faster – expansion, embarked on a strategic rebrand with The Engine Room, to relaunch an entirely new proposition to a completely different target audience…

Key Business Challenges

Investor-backed business with sights set on ambitious growth targets.

How might we position their identity to match their ambition?

A solutions-led business, yet communicating a product-led approach.

How might we align their identity to showcase their value?

A desire to sell direct to end-users rather than purely through channel partners.

How might they communicate in a new market?

Brand needed a reset to propel them to next level of growth.

How might they tell this story?

Brand Process

Insight workshops to understand the business and its values.

Online workshops with 30-strong team.
Stakeholder & Competitor Mapping
Customer & Partner interviews
Audit of current identity.
Uncovering key business challenges.
Defining purpose, principles and personality.
Reframing the proposition.

Strategic rebrand for cloud technology business

Brand Strategy

Brand purpose.
We exist to demystify cloud technology for business.

Brand positioning.
Vapour is the hidden technology behind powerful business.

Brand personality.
Always there.
Straight talking. Challenging. Smart. Passionate. Dependable.

Brand proposition.
We work with IT leaders to unlock growth, drive change, boost productivity and remove stress by delivering seamless technology services.

Brand Identity

Evolution of the company name.
New logo identity and visual system.
Solutions-led messaging and positioning, moving away from product-led architecture.
Visual identity guidelines.
Scoping and designing a new website.
Brand story animation to visualise the proposition.
Brand principles which have aligned the culture and created clarity internally amongst the team.

“One of the great things about this project is that it helped to define a vision developed by the whole team, for the whole team. Colleagues – and customers – feel more invested in what we’re about, because they have had a stake in mapping out our future. The rebrand was the most talked about story for Vapour, in the eight years since we were formed, and the stats on our website and social media channels, evidence that.

We’ve recruited at pace and, despite going from a standing start, we’re now having conversations with partners AND end customers, who are equally as excited about how we can help their business. These people don’t feel like we’re dabbling in new technologies – and, as expected, they don’t particularly care about the tech itself, as such. What they are interested in, is that we will work with them to unlock growth, drive change, boost productivity and remove the stress so often associated with the delivery of technology projects. They feel invigorated as a result of the rebrand, and so do we.”

Carol McGrotty, head of transformation, Vapour.