Strategic rebrand for cloud business

The hidden technology behind powerful business.

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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 challenges behind the change
Investor-backed business with sights set on ambitious growth targets.
How could we position their identity to match their ambition?
Key Business Challenges
A successful business whose brand had
not kept pace with its rapid growth.
How could we align their identity to showcase their value?
Key Business Challenges
A desire to sell direct to end-users rather
than purely through channel partners.
How might they communicate in a new market?
Key Business Challenges
Brand needed a reset to propel them
to next level of growth.
How might they tell this story?
Key Business Challenges
Website focused on a product-led sale,
yet the proposition was far wider in terms
of consultancy and service provision.
How might we align their brand touchpoints?

Our process of change

Most of the project delivered remotely through lockdown using MURAL

Stakeholder & Competitor Mapping
Consultation with the entire Vapour workforce
Workshops across the business at all levels
Customer & Partner insight interviews
Defined purpose, principles and personality and proposition
New brand identity, website and associated communications materials

Strategic rebrand for cloud technology business

The change we created

The hidden technology behind powerful business

Reframed proposition: We work with organisations to unlock growth, drive change, boost productivity and remove headaches, with high-performance strategic technology at the heart. Simple. Clever. Always there.

Brand revolution including an internal and external implementation of the brand.

Visual identity guidelines
Scoping and designing a new website
Animated story 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.

Strategic rebrand for cloud business

Redefining the identity for a European disruptor.

The evolving measurement of design effectiveness.