Starting something
Increasingly REX’ work involves helping businesses to define who they are and redesign their business offering, by using branding as a vehicle to catalyse change and unearth potential for new growth. This was the case when REX took on a re-branding project for Global Access, a business-to-business broadcast corporation looking for a new lease on life..
Over time, the many disparate offerings and services in the Global Access stable had led to a disjointed, un-unified brand and no universal agreement on where the company should be positioned. By conducting an inwardly-focused ‘unpacking’ exercise, we helped the company to distil the essence of what it was, what it offered and who its audience was – things that were then used as a platform to position the company and build a compelling brand.
What followed was the adoption of a new approach to doing business. Global Access defined a core offering with a basked of products, positioning the company as a service hub for the entire broadcast industry and providing it with a single entry point into the market. The business model was redesigned accordingly and the offering reorganised to link it intelligently with the brand strategy.
Our team distilled the positioning further, highlighting the fact that Global Access offers its clients a medium through which they can reach people. This medium allows clients to ‘start something’, a phrase that was selected as the company’s positioning and which encapsulates the power that a broadcast communication solution offers when it enables company’s to cast a stone into a pond and watch it cause the desired effect. We translated the idea visually into a ripple effect that now defines the visual identity of the brand.
While the ripple effect is something that can be seen physically, it’s also representative of a state of mind, of what happens when a simple action starts something and then grows to have a far-reaching effect. This alignment between what the brand says and what it looks like, has become a hallmark of our work.
