CHALLENGE

This hungry, fast-growing boutique tech consultancy challenged us to reposition their brand, redefine their offering and develop a highly distinctive brand identity, so that they could rise above the pack and be seen as the No.1 challenger ready to take on the likes of Accenture and Deloitte. Daemon are in an incredibly competitive market.​ Bigger, richer, better-known competitors outspend them in marketing.​ To get noticed, they needed to stand out, be distinctive and punch above their weight.​ And these bigger, richer, better-known competitors are the safe, ‘default’ option in the eyes of customers.​ 

CHANGING THE FUTURE FAST 

Think long 

Daemon had to design its offering to meet the growing demands of CEOs, CTOS and CIOS looking for a partner with a focus on creating business outcomes, rather than simply delivering slick IT systems integration. To be chosen, we had to position Daemon for something different and better.​​ To stand for something new and speak with conviction in a way that dramatically stands out.​ To shake up the category to represent a ‘visionary’ alternative to a ‘complacent’ establishment.​ A plucky David to industry Goliaths.

Active brand idea

In a category where everyone offers the same technologies and tools, Daemon’s unique culture sets them apart. A culture with huge amounts of positivity, energy and commitment to deliver - that sees the value in putting teams of people first. For if teams of people are empowered, and are encouraged to work as one, not only will their client’s see the full effects of digital transformation realised, there’s also a big step up in productivity across the organisation.

The idea was therefore to make Daemon famous for being a tech consultancy who built movements that power digital transformations. They know how to manage, direct and nurture the energy of movements so teams of people – technicians, tech teams, marketers, business leaders etc – deliver projects consistently and brilliantly with their help. This philosophy would then be applied to solve a range of core client-centric solutions, designed to crack problems with making tech work better for business.

Psych for change

We took 50+ stakeholders on a journey through workshops and stakeholder interviews to help internalise the new brand and worked collaboratively to define six new proprietary value propositions that helped clients with a tech-led transformation. Wherever the clients were on the journey, going forwards we got ‘Daemonites’ ready to make it happen for CEO, CTOS and CIOs so they’d energise their people, the community and business with movements that power the changes they need - so their clients get to the future faster with transformative technology. 

New Brand World

This was a full brand transformation and so a rebrand that affected every touch point internally and externally. Our studio of designers, illustrators and animators built a cut-through new brand identity from scratch, capturing the energy of movements that Daemon would bring to digital transformations. Colour bursts and an energy swoosh conveyed the positive empowerment and unifying force of this highly creative and inspiring 21st century tech consultancy. A detailed brand guidelines outlined a new brand position, cultural and operational behaviours, 6 x new value propositions, and a brand identity with messaging pillars and tone of voice executed across a toolkit of creative assets & concepts - (as shown in the attached mock ups) for use overtime: internal documents, presentations, press, animated brand films, posters, digital banners, social posts, direction of Instagram presence, website, branded merchandise and office interior dressage. 

A before and after of the Daemon logo, showing the development and finished refreshed logo that will live on for many years to come.

Results

Effects: Immediately new strategic conversations with existing and new clients led to new leads.

Company Behaviours: Shift from ‘tech-led’ operations to ‘client-centric’ led engagements.