SVL Brand
After structural changes within the business Sinclair Voicenet wanted to seize the opportunity to relaunch their brand to capitalise on their position as leaders in their field.
Looking to the future the client wanted to inject some life into their brand and positioning. Offering the same high standard of telecommunications products and services they were known for they were keen to retain existing brand trust but felt that this move would position them firmly as market leaders. It would give them a platform to introduce new service lines, broadening their reach and introducing the brand to new audiences.
Consideration was given to brand ownership and buy in from staff and end users alike. A dynamic brand style was created that would allow diversity amongst the product and service brands while still maintaining a unity and coherence with the main company branding.
What’s in a name?
When an owners name is at the heart of the business it can be difficult to separate it and move away. Years of trust and equity built up under this name (not to mention sentimentality) can make this a tough decision.
When discussing the rebrand of Sinclair Voicenet Ltd everyone agreed that actually, over the years employees and customers alike naturally had begun to use the acronym SVL in day to day business.
The brief was to ensure that we didn’t lose any traction as leaders in their field and to build a strong foundation for the future, to allow the business to diversify, reflecting their now much expanded service offering. With the owner still very much at the heart of the business we looked to find a way to make sure he was still very much integral to the brand.
Soundbite
To truly integrate the owner of the business into the brand and ensure the legacy remained we used the voice recording data of the name ‘Sinclair’ as the basis of the design. Taking the fundamental component of what the business does and weaving this into the narrative of the brand marque.
With a nod to the globe in the previous incarnations of the brand we exploded the soundbite around a central arc. This was then developed to create the final band. A progressive and dynamic brand that represents the company vision and their standing as innovators in their industry.
A series of statement gradients gives brand ownership and stand out in a saturated market.
Often with rebranding work there is a lot of work behind the scenes, then a big ‘tada’ and suddenly people get handed a pen with a new logo on it. During this project I wanted to ensure that we got all key stakeholders involved in the process, from senior management to the employees. As the primary brand ambassadors it was imperative that they felt invested in the process and took ownership of the new brand and styling. Working as an extension of the in-house marketing team we presented the new brand companywide. Sharing the design ethos and our vision for the new brand across all platforms.
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Services in this project
Branding
Styling & Strategy
Design
Digital Design
This work was undertaken in my role as Head of Design, The Shine Agency, Glasgow.