To define a new position for Logica in a technology and outsourcing market that has been squeezed by strong competitive offers at each end of the value chain.
CHALLENGE
Logica Plc has been formed through a variety of mergers and acquisitions leaving a patchwork of cultures and attitudes towards technology and service provision. In order to change the company it would be necessary to change the culture, moving from a supplier of 'kit' to a client's valuable strategic partner.
SOLUTION
Working with the senior management team under the CEO's direct supervision, it was clear that customers liked working with the Logica. They saw them as part of a valuable ecosystem that would be exploited to create and support their own corporate strategy. Using this insight we developed the brand idea 'be brilliant together' which encapsulated the positives or working with Logica but also laid down an imperative to the organisation itself.
The look & feel was updated to reflect a more open ideology, using challenging copy to provoke discussion and debate. However this was a substantial change and we continue to work with the business on a retained basis to develop communications and provide strategic advice to the business.
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Summary of deliverables - brand strategy - brand architecture
 - brand identity and look & feel
- digital communications - User interface design - brand management
- guidelines
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