Following more than 20 years of developing a reputation as a trusted technology solutions provider, Insight Enterprises reached an inflection point. The company’s deep vendor network and experience meant it could evolve into a very capable source of IT consultation and services, helping customers from ordering to installation and management. Insight needed to communicate this large shift to their customers and partners – something that differentiated it from competitors and gave employees something to get behind. Most importantly, it had to be something that expressed who Insight really was.
We immersed ourselves in Insight’s business to get a better understanding of how employees, customers and partners perceive the brand. This initial research was used to inform the core strategy: “Making meaningful connections to help businesses run smarter.” This overarching beacon guided a new, more purposeful brand, as well as a simplified architecture to help guide Insight as the company continues to grow its portfolio. The company’s messaging became more confident, harnessing the added value it provides for businesses as a differentiator. And a new logo and visual system brought the strategy to life and signaled a significant change for Insight.
Employees rallied around the new brand, which we helped to implement across a variety of touch points, such as an internal launch campaign that included an animated version of the logo, employee intranet, and environmental graphics. We continue to consult on the new brand, including conducting their EyeOpener quantitative study with customers to gain input that will provide a foundation for Insight’s customer experience strategy.
This was no longer a company that simply shipped boxes.This was a company that built a custom communications network for the world’s largest cruise ship so that all 5,400 passengers could experience every feature and amenity without a hitch. A far cry from its old perception, this was a company that could devise and execute like no one else in the market. And with a renewed and highly differentiated platform, a fresh brand story and a new visual identity, Insight is evoking the true caliber of its abilities to a larger audience in a more powerful way.