A brand embracing the power of technology

Embracent is a growing technology consultancy with big ambitions and a unique take on the world. Luminous was asked to help the company portray its distinct positioning and achieve standout in the marketplace. The challenge was to bottle the DNA that had driven its business success to date as a way to provide a platform for future growth.

Any good brand project is built around insight, and it was key for us to understand the formula that had helped Embracent to build such momentum in its early years. Our insight was gathered through a combination of interviews with senior business leaders and a BrandLab workshop that reviewed the market and potential ways that the business could position itself to stand apart.

After the insight phase, our brand strategists developed a brand platform which articulated Embracent’s purpose, values, proposition and personality. The brand platform helped establish a distinct tone of voice which built on the defined values.

The strategic thinking provided a clear brief for the design team to develop a number of creative territories that led to a rapid move into design development and implementation across a number of key communications assets. To reinforce Embracent’s collaborative, ‘sleeves rolled up’ approach, we commissioned photography of key personnel to better reflect the team’s refreshingly straightforward culture.

With the brand defined, we built the company’s new website, created PowerPoint and social media templates, corporate stationery and various elements of marketing collateral, such as signage, display stands and branded Moleskine notebooks.

Speaking of the impact of the work, Mark Lockton-Goddard, Embracent CEO said, “As we grow, I want to ensure that we retain the essence of what we are. The Luminous process was great as it very clearly defined what makes us different and articulated it in a way that got to the heart of what we stand for. The execution of the brand really established us as a business that works in a different way to help clients to embrace change and see a progressive IT approach as a business enabler, not a complicated and costly exercise.”

Sheila Morrison, Brand Director at Luminous added, “It was a fun exercise. Embracent are fantastically positive people with a strong belief system, but they needed someone to draw it out of them, write it down and fill a few gaps. The creative we developed really helped to bring their positioning to life through the strong brand idea of ‘embrace change’ and we look forward to helping this client to build on this idea going forward.”