Establishing a global technology leader.
Civica wanted to update and refresh their brand, cementing their positioning as a global leader and specifically in software for public services.
Advances in digital technology have accelerated the transformation of public services, and increased demand for cloud-based solutions. Civica wanted clients to perceive them as the right partner to help them understand and harness this new potential, which could help public sector bodies provide improved public services.
Developing the
brand essence.
The Change
Immersive analysis showed that the brand was strong in substance, with a clear purpose to help people. The brand’s core was digital and intelligent, with a highly adaptive and personalised client experience. However, the brand lacked distinctive visual and verbal assets, with a category generic look and feel. Despite the substantive purpose, the brand also lacked emotional appeal, with a cool and technical expression that lacked a human connection.
The Opportunity
We worked with Civica to create a new brand strategy and visual identity. The brand’s Positioning, About Us and Elevator description were carefully crafted with the Civica team. These were built on the six key points of difference that were identified as the brand’s unique strengths. These strengths were a combination of business, technical and cultural advantages.
The updated design communicates the personality of the business, emphasising the open, dynamic, and bright dimensions of the culture and organisation. The design system developed a new set of distinctive visual and verbal elements. These help the brand stand out in a crowded category, and provide unique, ownable assets – a key aspect of Immersive branding.
The Results
The new visual identity was rolled out across all touchpoints and has been incredibly well received within the company, and with clients. The results of an internal survey completed in October 2021 show the brand has successfully repositioned as a software leader and has made Civica stand out with a modern, intelligent, and beautifully uncluttered look and feel.
