CLIENT: Envision IT Partners
A Denver-based provider of affordable outsourced IT services, serving small and mid-sized businesses.
Key Insights:
The firm’s founder recognized that the key to securing new business was to shift the value proposition to emphasize the financial impact of IT issues. He sought to overcome the common "I’ve got a guy" mentality prevalent in small and mid-sized businesses. He also wanted to reinforce the importance of trust-building between his team and clients.
Positioning and Strategy:
We modified the firm’s name, adding "IT Partners" to emphasize the collaborative approach. The tagline “Preoccupied with Productivity” was developed to appeal to a CFO mindset. The new company homepage further drove this concept with the headline: “Downtime is our nemesis. It shouldn’t be yours.” The rebranding was introduced through a media relations campaign, and an employee engagement program was created to reinforce the new concepts internally.
Design and Execution:
The identity system emphasized the partnership theme by showcasing the dimensional interplay of the "E" and "N" in "Envision" and carried through the names of their product offerings. The new website and print collateral immediately reinforced the firm’s unique value proposition, with the service model presented in a more diagrammatic manner.
Outcome:
The rebranding helped Envision IT Partners break through the competitive landscape, leading to a significant increase in client acquisition and renewed trust among existing clients. The internal employee engagement program strengthened team cohesion, ensuring that the brand’s values were fully embraced by all employees.
