Strategy • brand identity • visual look and feel • guidelines
NetNames wanted to take a disparate campaign identity and wrap it within a cohesive yet flexible visual identity which could be applied successfully across all channels and communications.
NetNames’ existing identity used the colour orange yet its use of visual assets lacked consistency and a greater brand narrative. We capitalized on their existing positive reputation for protection and strength, by developing an associated positioning which supported this key brand promise. We researched deeper to organised systems within nature and struck upon the hexagonal nature of the honeycomb. We noted the connection with the legacy brand colour as well as the potential visual cue of multiple moving parts within a greater ordered structure. We viewed the hive as a metaphor for the online world of digital asset management. We developed a unique hexagonal grid system which we used to create a visual toolkit, as well as unique iconography and custom illustrated infographics. The sum of these assets formed a holistic yet flexible technology brand identity. We then extended the existing colour palette and wrapped up the brand in a comprehensive set of guidelines.
The rebrand process enabled NetNames to increase their brand equity prior to selling the business to CSC, a US-based, leading provider of business administration services to corporations.