Clever IT Brand
Clever IT is a national Information Technology company based in the North West that is passionate about delivering and maintaining IT solutions that make business work smarter and save money.
The name 'Clever' comes from the way they work with clients. Taking a fresh approach, they start by looking at the business holistically to find solutions that might not necessarily mean new IT equipment.
They say they do things ‘The Clever Way’, which for them means operating effectively and efficiently to deliver an excellent service.
Whilst the business demonstrates this approach when you meet them, the existing brand didn’t give the perception of a successfully growing IT company with a unique personality and identity.
The idea was to flip traditional IT branding on its head and use creative copy, the individual personalities within the business and colour to create a unique identity.
Clever IT’s target market is owners and MD’s of SME companies who are unlikely to understand the technicalities of installing and maintaining IT systems, so it was important that we communicated in a personable way to really get the brand messages across. Through design and wordplay we are able to demonstrate this ‘Clever’ approach, moving away from the image a typical IT company has.
The first requirement was to write a concise piece of ‘essence’ copy that communicates the why, how and what, positioning the company away from the usual IT crowd to set the tone of voice moving forward.
Light hearted and simple language clearly conveys the brand messages in a playful and contemporary typeface, with a distinct colour palette to brighten up the subject matter - so there's no need for jargon here!
The line ‘We’re on it’ expresses this simplicity and allows ‘it’ to be used within all brand statements, bringing more playfulness for an instantly recognisable and consistent brand rollout.
Continuing the clever wordplay, we highlight ‘it’ within words and sentences and use the dot of the ‘i’ to introduce illustrations to amplify the point of the message… Love it or hate it, we’ll help you solve it.
Choosing an IT company to look after your infrastructure is a challenge to say the least. This rebrand sits Clever IT clearly apart in the sector as a friendly, honest and approachable technology brand that makes you smile - now who could argue with that?