How do you transform a commodity purchase into one founded on personal relationships and customer support?
myPremier wanted to transform the IT procurement process by placing its customer service, knowledge and support at the heart of the process.
We began the project with an in-depth research phase to understand what makes myPremier different to its competitors. It was clear very early on that myPremier pride themselves on building and maintaining relationships with their clients, sometimes knowing their needs and requirements even before they were contacted!
The myPremier rebrand was inclusive of the corporate identity for ‘myPremier Group’ which sits above the two different sectors: IT Systems and Security.
This decision was based on the research we conducted where it become apparent that the two different sectors myPremier work with have different business objectives and are therefore talking to different audiences, with a different set of messages which are all headed up by different Senior Sales Managers.
To ensure the customer journey was as seamless as can be, a logo and colourway for each sector was created so that the expertise could be focused on each target market, with the emphasis being on the consultancy and service and not on the end product, which is the norm in the procurement industry.
Developing a new strapline for myPremier was essential, it was vital that this underpinned the brand essence which is solely based on human relationships, with this came: we do happy.
We visually told the brand story by creating a smile graphic which was heavily used throughout the brand – this was visible in the logo and service offerings across all printed and digital collateral which uses bold colours, with simple but striking illustrations. We developed an easily recognisable tone of voice to go hand-in-hand that is friendly, open and reassuring with a hint of humour but has just enough technical language to show off their expertise in the industry.
To finish off the myPremier brand we created a stand out identity for the senior team. This included hand drawn typography for their name and colourway and a quirky bio.
We rolled the new myPremier brand out across all corporate stationery and internal documents, a fully responsive website, HTML email designs, exhibition stand design and this was all documented in a clear set of brand guidelines. It safe to say that myPremier were very happy.