Creating a clear future at Telefónica Tech UK&I

PROBLEM
Telefónica Tech expanded into the B2B cloud and cyber security space within the UK after the acquisition of CANCOM UKI. To enter the market with a distinct positioning and identity, Telefónica Tech UK&I needed to undergo a brand transformation. They appointed Something Big to develop a new visual brand identity that mirrored the positioning created by a partner agency, aligned with the parent brand, and created its own position in the market.

OBJECTIVES
· Align with the parent brand
· Stand out in a cluttered market
· Humanise the brand, beyond a traditional product focus
· Empower employees to feel secure and positive about their future

STRATEGY
After immersing themselves in the Telefónica Tech UK&I brand and researching its competitors, Something Big identified a visual 'white space' in the sector. To bring the brand to life, Something Big focused on finding a human touch that would stand out in the cluttered tech market. They developed a visual tone that led with the benefits to people, not the product portfolio. Featuring real-world big picture photography, the identity looked to capture attention with unexpected shots that create impact in a traditional tech landscape.

IMPLEMENTATION
A new website and brand film showcased the Telefónica Tech UK&I identity, bringing the creative direction to life. The film is a powerful tool that highlights the core values of the brand and showcases the new visual language through stunning visuals. Telefónica Tech UK&I launched its new brand to employees at an event, immersing them in the brand and helping them understand what they were part of. The internal launch helped employees to live and breathe the brand, ensuring that the value of putting people at the core of technology was brought to life.

RESULTS
As the leading business in digital transformation, Something Big needed to treat Telefónica Tech UK&I’s brand transformation with great care. The new positioning helped ensure the company has a clear and sustainable future that is relevant to its customers’ needs. It also offered stability and direction to employees after a transitional period.