Softchoice

Branding from the inside out

As one of the largest enterprise IT providers in North America, the Softchoice brand hadn’t kept up as the company and industry transformed. But the company culture was strong, so the legacy brand positioning – Unleashing the potential of people and technology – became the starting-point for a new and bolder positioning. Neil asked a simple question; what’s the potential?

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That uncovered a new north star for the brand; collective success. It was reflective of the company’s approach fundamentally rooted in people and relationships, and the new Success. Fully Realized. brand positioning would be a differentiating statement in the market and was the inspiration for the full visual rebrand.