The creative concept is loosely based on the poem If by Rudyard Kipling - the idea is that whilst the world is frenetically lost in a daze of confusion, one solitary figure sits calmly - their IT fluid and stable. The shots are heavily produced in order to create a futuristic feel. The models and movement blurs have been shot in a blue screen environment and dropped into artificial rendered landscapes. The result is a unique and ownable look and feel which is both business led yet contemporary. The look and feel has been combined with a clean white and blue colour palette to create a confident brand visual idenitity. Once translated to the online space, we created a user journey that married the uncluttered and calm environments of the imagery. We created the imagery around the business units - Support with collaboration, telephony with mobiles and technology with laptops.