Our initial brief was to re-position Excel I.T. as a full-service IT infrastructure and connectivity specialist, shifting it away from outdated perceptions of it as a purely structured cabling company.

Preliminary marketing analysis suggested that as well as physically rebranding the company, there was also a need to better define the company’s core services and demonstrate how they aligned to the needs and wants of the market.

We developed new value propositions based on a ‘full lifecycle’ vision of IT infrastructure, allowing us to better communicate exactly where and how Excel I.T. was able to add value at every stage of the journey, from design and build, through support and maintenance, and on to renewal and transformation.

This then formed the basis for a new brand identity which included a family of logos for the company and its Xact software platform, a fresh colour palette, and a series of bespoke brand images to deliver key value messages around service precision, integration and innovation.

From there Leader was engaged as an outsourced marketing provider to develop and deliver marketing solutions which would drive diversification and growth. A new website was designed and built, with social media and ‘knowledge base’ functions on the website ensured that it could serve as the primary hub for a busy content marketing programme. A range of additional sales and marketing tools were created in support of the new business strategy.