Developing a strong brand identity

Injecting agility into creating a strong brand identity

Unifii is a ServiceNow automation and integration specialist but had been so busy doing what they do – helping clients align their technology with business goals – that they hadn’t aligned their own brand with their core values and offerings.

They came to us to help them develop a strong, differentiating brand identity that does justice to their key offerings – innovation, integration and implementation.

Our clients and partners have been incredibly positive since the launch and the new branding has been adopted across all aspects of our business. Working with the Bright team has been very enjoyable, we really appreciate their professionalism and dedication throughout the project.

Stephen Mamelok, Director

Fast forward to a rebrand with agility and pace

Using a sprint based approach to market research discovery, environmental analysis and proposition messaging development Bright identified a need for a complete rebrand of Service Integrators. We brought the new Unifii brand to life with a fresh, flexible visual identity.

The new visual identity had people at the heart of its design – creating a feeling of inclusiveness and trust. We used agile marketing to weave this into a full new branding positioning, visual identify, messaging framework and tone of voice – testing, learning and improving to create the final brand outputs.

This theme was driven by a proposition workshop that delved into the particulars of the brand. With the voice of stakeholders and market research as the foundation for the workshops we created one unified and modern identity that triggered the right emotional and business response from Unifii’s target audience.

Brand foundation and playbook

We test the new brand we developed a content rich campaign strategy deploying an integrated mix of marketing and sales support materials using the new tone of voice and visual identity.

Using a three-colour palette, we created clean and simple branding that was flexible and adaptable across all communications. Backed up with brand guidelines and a messaging playbook to safeguard the new identity and positioning. The results speak for themselves:


47% increase of website traffic from LinkedIn

43% uplift in page views

Validate messaging and identity using agile marketing to test, learn and improve throughout the development process.

Sian HeaphyDeveloping a strong brand identity