How do you rebrand the UK’s fastest growing software solutions company in 14 weeks?

10m

The number of sports fans passing through turnstiles due to Advanced thinking.

65m

The number of patients cared for due to Advanced thinking.

24m

The number of UK citizens protected due to Advanced thinking.

DRUM

Marketing Awards - Rebrand Strategy of the Year.


This project wasn’t for the faint hearted.

Advanced were growing at lightning speed, challenging both sector conventions and exceeding market forecasts. Trying to brand a company that’s moving this quickly would be like trying to put a new pair of trainers on Usain Bolt in the middle of a world record attempt.

So...

...just how do you brand a company that’s moving this fast?

Advanced thinking of course.

From market and customer research through to employee engagement and strategy workshops we used our brand framework toolkit to accelerate progress and enable an agile approach to validating the strategy and creative approach. This, coupled with an in-depth understanding of the market, the competitor landscape and the needs of the customer, meant insight could be turned into actionable knowledge quickly.

The power and sentiment behind the new name ‘Advanced’ researched very well with prospects and clients. It perfectly imbued their pioneering attitude and sense of purpose: to make a real difference to the lives of their customers.

A brand book, brand guidelines and a comprehensive tone-of-voice book ensured communication across all markets were on message. A pre-launch campaign ensured that the sense of anticipation and excitement was maintained right up to the opening of the rebranded office interiors and the national press launch.

"Dean led the brand strategy solution and took the Board and C-suite managers on the journey of transformation from ‘Advanced Computer Software Group’, to ‘Advanced’. His understanding of brand strategy and architecture has delivered a brand that resonates culturally (a source of pride for all employees), attracts the talent we need to recruit as we grow (as an employee’ brand) and takes to market a differentiated brand that reflects the scale, expertise and ambition of our organisation."

Sally Scott | Chief Marketing Officer | Advanced

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