Brand positioning - telling a story of success

Project: Everyone who knows Unico, knows it is a special company, but nothing in their communication reflected this. Unico delivers sophisticated technology solutions that underpin the ability of telecommunications, wagering and financial services companies to deliver services to their clients. Unico was about to embark on a significant growth strategy when we were engaged to re-brand the company.

The feedback we got from the interviews we conducted was very clear; what was being said in communications was neither inspirational nor clear and the visual presence was dated and without much impact.

Our aim was to identify what makes Unico remarkable. In discussions we found that Unico customers have an extraordinary level of confidence in this company, which is also a great source of pride and satisfaction for the Unico team.

Next, we reviewed the competition. The existing tagline, "Online, Ontime" was still close to people's heart, but we felt that it failed the most important test in branding: it wasn't unique and didn't convey any emotion. By presenting the old tagline side to side with the competition's taglines, this became abundantly clear and we could move forward on developing a new one.

What we developed  - "Unico. With Confidence"

The positioning statement is simple and clearly focused on the most remarkable brand attribute that is recognised both externally by clients and partners and internally by staff. It represents a promise as well as an expression of self-confidence.

The existing logo was simple, but the overwhelming emotional response to it was "eighties", "drab", "uninspiring". A key objective of the re-branding was to express the culture of the company, which is actually very modern and youthful.

The new logo, created in partnership with Etc Design, took into consideration that the existing brand had one very distiguishable feature; the colour of the logo.

We incorporated the existing red to ensure some continuity of the brand image but that was all that remained.

A mathematical symbol ("does not equal") was used as the inspiration for the logo, linking to the highly technical nature of the business, but also providing a striking, abstract shape.

We won't claim responsibility for the fantastic success Unico is having with new accounts and attracting new staff, but equally, we played our part.

Nexty step

From there, we started development of a brand new website, as the key communications vehicle to Unico's target market, together with our partner, Inventive Labs. Case study of this project here.

Reception signage

back to  top