When we first spoke with Excitech (a global software company) they were concerned that previous ‘identity’ work commissioned was not reflective of their core purpose and vision. The business sought a partner who could ensure they didn’t fall into the generic service brand trap and could help bring their positioning to life, galvanising internal and external audiences with a vivid understanding of what their brand stands for.
The management team were ‘surprised and delighted’ by the final brand positioning and identity. Stating they were ‘surprised how brave’ they had been, enabling the work to act as a signal of how different and distinct the business was from its competitors and to better define where their genuine strengths lay.
HMc were selected because they were able to provide a framework for thinking about brands and their identities that creates momentum with management who may be unfamiliar with the benefits of brands. They helped us navigate our way through some complex decisions and created a new identity with a boldness and a concept that is highly distinctive for our market.
They made the whole process exciting and interesting, gradually building alignment across the team. We are delighted with the outcome which symbolises our brand values brilliantly.
Yvette Dainton, Marketing Director, Excitech