What started as a meeting to discuss the need for a new “tagline” resulted in a fantastic brand refresh project and a reinvention of an Australasian 20 year old, 850+ person technology company: Fusion5.
Strategy
We began where every great brand journey should – to identify the Fusion5 “why”. After convening workshops and interviews with Senior Leaders and understanding their true depth as an “intrepid integrator” offering a convergence of solutions, services, and capabilities that enables clients to realise business vision, we arrived at a human-centric purpose to “Go beyond”. Let’s unpack that a bit….
A key project objective was to shift market perceptions that Fusion5 were merely ‘application implementors’. The challenge is best summed up by Sven Martin, CEO – Fusion5 Australia as this:
“Our evolution had out-paced market understanding. Fusion5 goes beyond the role of typical systems integrators, IT consultants, business solutions implementors, or even managed services providers – to stitch all of that digital capability (and more) together as a cross-functional transformation partner with strengths in advisory and governance. We now offer our customers one-partner simplicity and the benefit of a Trans-Tasman team that’s geared up, both strategically and practically, to help our customers ‘go beyond’ what they ever expected to achieve with technology alone.”
Identity
Working closely with Brand Manager Trudi Allerby, Di and Brandwell Creative Director Georgie Sigglekow, established the brand framework and narrative, and set about repositioning the business as ‘Transformation Partners’.
A stunning identity system, brand architecture and a vibrant and bold visual identity was then created out of the “go beyond” unifying ethos.
A new logo depicts transformation and interconnection, with a subtle graphic reference to the infinite cycle of improvement delivered. Dated colour palettes moved aside for a fresh, energising combination of purple and orange.
Bold shapes and imagery convey a sense of movement that speaks to the outcomes of technology and “going beyond” with a contemporary vibrance and sophisticated aesthetic not typically found in tech businesses.
Design was applied to website, video content, key collateral, powerpoint templates and comprehensive brand guidelines before being bought to life by the Fusion5 internal design team.
