Brand Marketing
Softchoice

Branding from the inside out

Rebrand helps Softchoice reach its full potential

Softchoice is one of North America’s leading technology solutions and services providers. While it is a leader in the field, the brand had not kept pace with the company and its culture. And the logo, while nostalgic, had grown tired.

We were engaged to develop a new brand – one that would position the organization not as something we wanted it to be, but as the very best version of itself. It was Softchoice’s existing brand purpose – “Unleashing the potential of people and technology” – that drove the brand-defining moment and led us to an important question: “what’s the potential?”

Through our research, we discovered that Softchoice unleashes a version of success that none of the competition was staking claim to. An approach fundamentally rooted in people and relationships, the new brand position, “Success. Fully Realized.” speaks both to its business and its purpose.

We then got to work on creating the new visual identity. The new logo is called “The Wave” and together with the Softchoice name, it represents the idea of teamwork, momentum and growing success. Orange remained a core colour because of how much love there was for it internally, so we tweaked and refreshed the exact shade of orange to be more vibrant and better suited for digital applications. 

In January 2021, the team began to roll out the new brand across the organization, using its flagship annual all-staff event for the big reveal. During the three day session, the team unveiled a new brand video, redesigned communications and assets like the website, email signatures, templates, business cards, product sheets, and social media handles.

Finally, through an interactive virtual session, we helped 2,000 employees embrace the new brand and start living it. We ran workshops and provided them with tools to integrate “Success. Fully Realized.” into their daily interactions with customers, IT individuals, and each other.

Rebrand helps Softchoice reach its full potential

Softchoice is one of North America’s leading technology solutions and services providers. While it is a leader in the field, the brand had not kept pace with the company and its culture. And the logo, while nostalgic, had grown tired.

We were engaged to develop a new brand – one that would position the organization not as something we wanted it to be, but as the very best version of itself. It was Softchoice’s existing brand purpose – “Unleashing the potential of people and technology” – that drove the brand-defining moment and led us to an important question: “what’s the potential?”

Through our research, we discovered that Softchoice unleashes a version of success that none of the competition was staking claim to. An approach fundamentally rooted in people and relationships, the new brand position, “Success. Fully Realized.” speaks both to its business and its purpose.

We then got to work on creating the new visual identity. The new logo is called “The Wave” and together with the Softchoice name, it represents the idea of teamwork, momentum and growing success. Orange remained a core colour because of how much love there was for it internally, so we tweaked and refreshed the exact shade of orange to be more vibrant and better suited for digital applications. 

In January 2021, the team began to roll out the new brand across the organization, using its flagship annual all-staff event for the big reveal. During the three day session, the team unveiled a new brand video, redesigned communications and assets like the website, email signatures, templates, business cards, product sheets, and social media handles.

Finally, through an interactive virtual session, we helped 2,000 employees embrace the new brand and start living it. We ran workshops and provided them with tools to integrate “Success. Fully Realized.” into their daily interactions with customers, IT individuals, and each other.

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