2ergo provides mobile phone software solutions in three areas: marketing, entertainment and business. It was set up in 1999 and has over 90 employees.
Target audience
Marketing agencies, blue chip companies, mobile network operators and resellers within the telecoms sector.
Old brand identity
The old brand was established in 2001, based around the word ‘Therefore’ reflecting the company name – ergo – and the three dots.
New brand identity
The new identity is about expressing the company’s vision to become digital leaders in a mobile world. The colour-burst reflects energy and its vignette effect reflects its dynamic approach. The slash in the logo represents its forward focus and cutting edge capabilities. The fresh colour palette suggests confidence, which is echoed in the use of a simple typeface.
When was the new brand launched?
It was implemented between March and May 2008. The company began to share the new look internally in March and launched the new brand externally in April and May through marcomms and at events.
What is the ‘big idea’?
It is part of a plan to scale the business globally under a single brand, to help create a uniform culture and deliver consistent customer experience to its global clients.
Why a rebrand?
Following nine years of growth, it felt a need to reflect this expansion in size and capability.
The objectives
To grow and enter new UK and global markets; to build a unified culture; to help recruit the next generation of staff; to improve the ability to launch products and services and differentiate from competitors.
Biggest challenge
Creating a brand that fitted and worked across the wide range of sectors that 2ergo works with, from SMEs to multi-national enterprises. It also offers products across marketing, business and entertainment which requires a flexible brand that can achieve cut-through.
Agencies involved
Brahm created the new brand identity and developed all creative from the logo through to the internal communications programme.
Timescale
The main work – planning and developing the propositions and briefing the creative team – started in November 2007 through to launch in May.
What research was conducted?
Research was carried out across a wide range of audiences. Interviews were held internally with staff, and workshops with senior managers and customer interviews were undertaken to gain insight into the perception of the existing brand. This led to the development of three values the rebrand was based on: commitment, knowledge and support.
Ongoing communications
Internal values workshops are ongoing, working with staff to understand how the three values can manifest into everyday working culture. The new look, tone of voice and ambition is reinforced through ongoing advertising, events and PR.
US arm, Proteus, is being rebranded as 2ergo this summer to align all businesses across the UK, US and Latin America, unifying the group under a single brand.
How is success being measured?
Feedback from staff and customers is being gathered to monitor external and internal perspectives of the brand.
Client perspective
Paul Terry, 2ergo’s marketing director, says, “The key point which differentiates 2ergo from competitors is insight into a client’s business and the provision of focused solutions. This is reflected in the new brand identity both visually and in the new tone of voice, look and overall feel.”
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