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Case study: Azzurri rebrand

Formed in June 2000, Azzurri has to date acquired 12 businesses, 600 employees and increased its turnover from zero to £90 million. It has achieved this through a ruthless 'buy-and-build' strategy which was adopted from its inception and meant that newly-bought regional companies were integrated into the brand within three months. Azzurri is an independent reseller in converged voice, data, consultancy, networking, digital, print and mobile applications.

The decision to unite all the companies within the Azzurri group under one name and brand required a single, coherent, strong brand system. To this end, creative agency Start was brought in and charged with developing the brand image and producing brand guidelines, brochure and print materials. Ian Bennett, group marketing director at Azzurri, comments, "Start provided the branding tools to integrate the acquired businesses quickly and effectively. This is a key element of creating a single integrated company that optimises shareholder value."

Combining and simplifying