2018 marked Forfusion’s 10th year in business. Having matured from a small outfit working from a broom-cupboard office to a multi-million-pound company delivering business IT strategy to global customers, we recognised the need to realign the company's image. And as the company grew and expanded, in turn, they out-grew their brand.
It was time for Forfusion to make a change. In the process of re-structuring their services and offering, it was vital that we worked in conjunction with numerous stakeholders to create a brand that accurately represented Forfusion's future direction.
To clearly understand the business, industry and the competition, we conducted a comprehensive competitor analysis and brand workshop with senior personnel. Not only did this provide valuable market insight, but it also allowed us to get to the heart of why the company exists, what makes it different and how Forfusion wanted to be perceived. A key finding was that people are a key part of the Forfusion DNA, so we ran a company-wide survey to collaborate with the wider team, from top to bottom. This was instrumental as this allowed staff to contribute and feel part of the re-branding process.
The insight and knowledge gained from our research helped form the basis of Forfusion's new brand strategy. The company’s brand purpose, brand differentiators and brand story combined to lay the foundations for their new identity: a focus on the change and transformation Forfusion bring to businesses - both internally and externally.
The brand development process involved a meticulous journey of design exploration, which helped us shape Forfusion's brand identity. Remaining aligned with the company's new brand strategy and core values, we created an identity which is unique, represents the brand's personality and helps Forfusion stand out in a crowded marketplace.
Each aspect of the brand's new identity was explored and considered across each touchpoint. The brandmark is a global-like symbol that represents acceleration, performance and data security and the typeface's rounded form was carefully chosen to represent the approachable personality of the business, the clarity they provide and the modern-day barriers that new technology breaks down. It's soft, simple and technological. Forfusion's colour palette is warm, confident and timeless, while its vibrancy reflects the company's forward-thinking and dynamic team.
The accompanying visual style consists of coloured gradients which provide depth and movement - epitomising Forfusion's agility and willingness to encourage change and embrace the unknown. A bespoke icon suite was created to identify their services and features throughout printed and digital collateral, and a unique tone of voice was developed to encompass Forfusion's brand differentiators and characteristics.
We planned, wireframed, designed, prototyped and developed the new Forfusion website. The new responsive website was designed to showcase Forfusion's expertise and services - positioning them as a challenger brand while helping to drive enquiries.
As Forfusion's brand performance partner, their website is supported on an ongoing basis. We work together to constantly look at ways of improving conversion rates and enquiries and work hard to keep the site fresh and relevant by creating content on an on-going basis from insightful blog articles to market expert whitepapers.
Our new identity was launched internally on Forfusion's internal brand day – an event designed to communicate the company's re-launch to their staff. Collateral for the event including a hand-out booklet outlining the reason behind the re-brand and communicating what it meant for customers and employees, as well as a presentation for the CEO, Steve Forrest to talk through. Internal documentation was revised and deployed company-wide.
While external material, such as event collateral, business documentation, and other marketing initiatives were also updated in line with the company's new branding. Involved at each stage of the production process to manage quality control and ensure Forfusion's new identity was successfully implemented, the consistency and integrity of the new company branding were maintained by the production of a comprehensive set of guidelines and a partnership mindset from start to finish.
Precept delivered Forfusion a new brand which has been embraced by colleagues and praised by customers and our wider network alike. Fran Jonas | Marketing Manager