Re-brand and website builds for SaaS innovators Strategic Imperatives
Background
Founded in 2006, Strategic Imperatives is the UK market leader in SaaS-based provisioning, connectivity and monetisation solutions for the telecom industry.
With over 200 service providers relying on Strategic Imperatives’ cutting-edge solutions to process over 350,000 B2B transactions every day, the company has built a strong reputation as a trusted innovation partner.
Strategic Imperatives is best known for its two distinct propositions: Elevate IQ, a powerful billing platform purpose-built for modern service providers, and Fibre Café, which has become the de-facto gateway for service providers to access the UK’s wholesale
fibre ecosystem.
The Brief
With two distinctive product propositions, Strategic Imperatives needed to review its brand hierarchy to support ambitious go-to-market strategies, while also continuing to build and leverage brand equity in Strategic Imperatives as the umbrella brand.
Element Creative was tasked with:
- Analysing the brand hierarchy to configure effective go-to-market strategies and clear customer journeys for each proposition
- Conducting a brand refresh for all three brands (Strategic Imperatives, Fibre Café and Elevate IQ), with consideration given to how the propositions would co-exist as a family of brands
- Refining messaging to accurately articulate the offerings
- Creating new websites and content collateral for all three brands
- Developing dynamic brand guidelines that provide structure as well as flexibility for the brands to confidently create future content.
The Results
A grid system created to design a new look logo icon for Strategic Imperatives (S), Fibre Café (F) and Elevate IQ (E). The system also allows for any letter in the alphabet to cater for future product development
Introducing ‘Powered by Strategic Imperatives’ into logo lock-ups, the product brands can now benefit from the market’s trust in the parent company
New colour palettes created to provide distinctive yet complementary identities for each brand
New fonts selected and graphics created to visually represent the company’s reputation for innovation
Content, design, build and optimisation managed for three new websites
New sales collateral produced in digital and print
Hear from Strategic Imperatives
“Element has been a trusted PR and communications partner for us and the experience we’ve had working with Element Creative to breathe new life into our brand and visual identity has been seamless and first-class.”
Dave McCourt,
Director of marketing and communications, Strategic Imperatives
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