The challenge: myPremier wanted to transform the IT procurement process by placing its customer service, knowledge and support at the heart of the proposition. How did we change a commodity purchase into one built on personal relationships and customer support?
Two in one
We began the project with research to uncover what made myPremier different from its competitors. It soon became clear that the business prided itself on building and maintaining relationships with its clients, and getting to know their needs even before they did.
Research also revealed that myPremier’s two business sectors – IT Systems and Security – had different business objectives, audiences and messages, and were served by separate sales teams. Taking this into account, our rebrand included two versions of the corporate identity, with a logo and colourway for each sector.
This helped place the emphasis on myPremier’s consultancy and service, and not on the end product, which is the norm in the procurement industry.
We do happy
The strapline we developed underpinned the brand essence and reflected the fact that human relationships are what myPremier is all about
Visually, this was communicated with a ‘smile’ graphic, used extensively throughout the brand identity. It formed part of the logo and was employed in the service offerings across all printed and digital collateral, which used bold colours, with simple but striking illustrations.
We developed an easily recognisable tone of voice which married a friendly, open, reassuring style featuring a hint of humour, with just enough technical language to show customers that myPremier means business.
To complement this unique and unorthodox approach, each member of the senior team had their own personal identity, with hand-drawn typography, individual colourways and a quirky bio.
We rolled out the new myPremier brand across all corporate stationery and internal documents, a fully responsive website, HTML email designs and exhibition stand design, and documented it in a clear set of brand guidelines.
It’s safe to say that myPremier was a very happy client.