Eduserv is a not-for-profit IT services organisation and registered charity working for the academic community and public sector. Eduserv wanted to re-establish a clear and consistent understanding of its purpose, values and services throughout its target markets and promote the brand and services to meet its ambition of expansion into new markets.
Eduserv had a respected reputation within its existing markets, however, there was little cross-selling of product or understanding by clients of Edserv’s full service offer. Halo needed to capitalise on their good reputation and, through a cohesive brand relaunch, introduce and educate clients and potential targets to the full range of products and services.
Halo performed a strategic brand exercise, defining the brand, writing a ‘brand footprint’ that became the foundation of all communication activity - and importantly - re-educated the Eduserv staff, focussing the internal understanding of the brand and its offering.
Recognition of Eduserv’s heritage formed a basis to build on with regard to the visual identity, the existing ‘E’ marque and colour palette were retained, however, a new typographic of Eduserv was created as the primary visual identity.
The most dramatic change was the introduction of white space - loads of it - creating a clean, clear design that reflected the brand and it’s services effortessly. We rejected the dated photography of people using computers - which delivered no humanity to the Eduserv sales collateral and advertising - and instead created a suite of 3D illustrations that became visual metaphors for products and services.
The illustration collections, including some stunning images of robots(!) gave the Eduserv brand the personality it desperately needed and have been used to great effect across all sales collateral, advertising, exhibition stands and online. On a personal level, Eduserv stands out as one of the most dramatic brand refresh projects completed by Halo.