What we did
Brand strategy & positioning, Naming, Visual identity, Website planning & design, Copywriting, Brand implementation
Mergers and acquisitions present a unique set of business challenges. This is exactly where brand thinking can add the most value, both internally and externally. North was created by the merger of five leading technology companies from across the UK.
Stand worked with North to define who they were going to become, what the new company would look like, and how they would position themselves as market leaders. We created the name, developed their messaging, and designed their visual identity – then applied it to everything from a new website to building signage.
We hosted workshops with all five of the companies about to merge, working with everybody from the leadership team to ‘boots on the ground’ engineers and selected key customers. We developed a strategy to evolve them from five brands to one, based on the unique strengths of their new alliance.
The key difference for the business is the breadth of their technology expertise and the depth of their combined experience – working in a broader, more integrated way than their competitors.
We named the new company North – a strong, simple name that infers clear direction and positions them with confidence, at the very top of their game. A simple proposition recognises that for many of their clients, North will guide them safely into an era of new and emerging technologies.
We designed a powerful visual identity that takes them to a broader level – befitting their new scale and market presence., We designed a confident, recognisable logo, a bold colour palette, ambitious photography, a modern type style and a flexible graphic pattern. All backed up with brand-focused copywriting.
We helped North launch their new brand virtually during the Covid-19 pandemic, starting with internal presentations to engage and energise employees, leading up to a fully featured website that speaks directly to their target customers. North’s new brand positions them to lead the technology infrastructure industry in the UK, taking their customers where the world is going.