CLIENT

Tabush
managed IT services

SERVICES

Design Research
Brand Strategy
Brand Identity
Brand Voice
Collateral Design
UX/UI Design
Prototyping

METHODS & TOOLS

Persona building
Mind mapping
Assumption testing
Visualization
Concept development 

PROBLEM

The market for Managed Service Providers (IT) had shifted dramatically toward market commoditization. Tabush needed to respond with a new brand and market positioning.

PROCESS

In our learning stage, we identified their target market was small businesses in the professional services area. As the market was commoditizing, the best competitive approach was to differentiate them by projecting their passion for the subject matter. This strategy required us to develop a new logomark and brand language that spoke to the market. We used brand personality frameworks developed by Jennifer Aaker and analyzed their top-performing client list to inform our visual direction. The new brand language was inspired by the founder’s nerdy, fun loving personality and personal business approach. In addition to the brand strategy, tactics were created, including; stationery, note cards, sales folders with slip sheets, and a website.