Unipart Cyber Security
Branding, Design, Marketing Consultancy
Unipart is a large organisation spanning manufacturing, distribution, security and consultancy. In 2016 Unipart created a new Cyber Assurance business and approached InTouch to help develop a new name, identity and creative messaging.
We were required to work within Unipart corporate guidelines whilst at the same time creating a modern, fresh, distinctive brand.
A second part of the brief was to help build interest in and generate sales enquiries for the brand.
What we did
In order to understand this growing industry and the audiences’ perceptions of it we first ran a short survey. The results showed us that the audience fell into two camps; those who feel a cyber security breach would be a catastrophe and those who feel they are adequately covered.
Branding is a team game: our role is to help debate a client’s perceived values for their brand, organize them into categories (factual, practical and emotional) and develop a distinctive positioning. This creates a platform for the creative and messaging development.
For Unipart Cyber Security we wanted to position the brand away from the competition which appeared to offer almost identical services and portray them in an equally one dimensional, rather gloomy way using over technical language. For UCS we wanted to offer a service that was more personal and approachable. The result was a brand essence that promised to be proactive rather than just reactive – 'cyber Sherpas' offering long term help and guidance.
The look and feel therefore was developed with people in mind, visually using a soft set of colours that could sit with and complement the existing Unipart red and blue.
Language and tone of voice were an important consideration too, combining the authority of an established corporate brand such as Unipart with a sensitivity towards an audience who understand business issues but have little understanding of the technical issues surrounding cyber security.
InTouch are very experienced at four key disciplines: strategy, branding, web design and SEO. We get our clients’ messages across effectively to the right audience. We are a bit like a swat team! We have the experience and the tools to get to the heart of an issue swiftly and deliver strategies, ideas and solutions to the core issues that work.