This meant developing a relaunch concept for their logo, collateral, website and marketing with creative brand consistency and structure, supporting them on their new journey.
A new brand name ‘exi’ was selected. Working closely together, we collaborated and created a new brand that best represented their business, developing key messaging that emphasises what they stand for and what they are recognised for.
We identified key services, articulated the businesses story and their mission statement. Using this knowledge, we were able to deliver a complete rebrand and rebuild of their current collateral. We created a more cohesive brand that allowed the vision of a multi-disciplinary service offering to be brought to fruition.
When we first took on the project, we completed a Value Proposition exercise. This was completed over a couple of sessions in which we delved into the heart and soul of the business to truly discover the aspirations and values of exi.
From here, we were able to effectively map out what the businesses goals are, allowing us to capture what makes exi different to their competitors and their key messaging to target potential new clients.
‘exi’ means six in Greek and is also a word to describe someone that ‘owns’. A natural element to bring into the brand as a key element is the hexagon: Six Sides. Six Values. One Shape. One Team. A symbol of exi’s strong team formation, working together to create better environments. Due to the geometry of the hexagon, it uses the least amount of material to hold the most weight. There is also a tribute to the bee: There is a reason bees use hexagons within their hives and the problem-solving, hard-working nature of bees is representational of the culture and values that exi stands for. The exi bee can also be seen as a signature throughout the brands collateral.
Due to the entire project solutions full-service offering, and key reference to ownership of the team within exi projects – these three words best portray exi’s value proposition.
They form a fundamental part of the brand and act as the company strapline, as well as a daily reminder both internally and externally of what exi deliver for their clients.
During the rebrand, we created an extensive brand guideline booklet; acting as a bible for their team to use. The guidelines give a clear direction on how everything should look and feel when it comes to producing documents, marketing materials and social media best practices when acting as a brand ambassador for exi.
Using the foundations that were crafted within the brand guidelines, we created a suite of document templates, email signatures, staff CVs, proposals, icon libraries, presentations, letterheads and reports as part of a structured approach to the rebrand. This ensures that exi always present a consistent brand image.
We designed and built an accessible digitial platform for exi to showcase their multi-disciplinary service offering. The website reflects exi’s brand whilst also having a personal touch.
We implemented an easy-to-use WordPress Content Management System (CMS) during the build of the new site and conducted an internal training session. This will allow exi to have control of their website content internally, including page builder functionality.
The user experience (UX) of any website is incredibly important, at Formation Media; this is a big part of our identity, as we believe that every website should focus on their user’s needs.
On each page of the exi site, we’ve made increased efforts to make each page easy for the user to navigate as possible, including menu bar visibility and page structure paths. User journeys have been mapped, giving the user clear call to actions for the relevant service offering, giving a feeling of direct access to the correct department of choice.
To include the entire exi team and communicate the the rebrand internally, we suggested an internal newsletter informing everyone of their new business, logo, brand and all actions that will happen on launch date. We completed a supporting six-week social media campaign post website launch. The campaign has been crafted progressively, with new sections of the website being launched every fortnight to create social media buzz, introducing news, sectors and case studies individually. This has been designed to provide more information to clients and prospective clients and help them understand who exi are.
“We engaged Formation Media to support us in developing a new brand to Capture the vision, culture and values of our business and to give us the platform to grow our business in the right direction. The entire process is managed diligently from end to end, with a great blend of strategic direction, professionalism and creativity throughout. We are extremely happy with service and outputs provided by formations team and would be happy to recommend to others to fulfil their branding & website needs moving forward”. Ben Flounders, Director, exi