Creating a Brand for a New Way To Work Service
In autumn 2013 Unify has transitioned from Siemens Enterprise Communications to Unify. The Unify brand reflects a new attitude regarding its approach addressing the enterprise communications market. But this market is more and more under the influence of consumer IT tools. The modern knowledge worker of a hyper-connected world is confronted with a cluttered communications technology landscape: There is a variety of specialized business communication tools and privately used communication tools. Business tools are often designed to increase productivity and lower total cost of ownership but they rarely address user needs of a better user experience. Tools are cluttered, have a low user experience.
Although unified communication is discussed everywhere, a real unified user experience in business communications didn’t exist.
Unify expresses with its brand name its mission: Unifying business communications. The “I” in the middle of its brand name represents the concept of unification: bringing the many into one (system). The other basic idea behind the “I” is the individual, the employee – the user – who is empowered through the technology that Unify offers its customers.
The new SaaS, called Circuit, being launched October 28th 2014, offers an entirely new business communication and team collaboration experience, which integrates messaging, chat, voice, video conferencing, screen and file sharing into a single pane.
Circuit follows a comprehensive user centric design approach delivering a natural team collaboration and communication experience. This also incorporates the user into its development process. Based on agile and scrum methods in software development, the product will constantly further developed, to improve and enhance the user experience and serving the needs of collaboration and communication in business.
The Challenge in Brand Development
As the service is exclusively designed for the end user, its communication audience within companies is the line of business of an enterprise above all other target groups. This LOB is characterized to be new type of leader, who defines success as the success of his / her team and how well those teams get empowered to work together, to perform and to deliver. The keyword is “empowerment”.
That requires a different marketing approach, which couldn’t be fulfilled, within the existing communication appearance of the Unify brand.
The basic idea behind Circuit is to offer highest degree of freedom to the user to succeed in business with anyware no matter where:
It liberates work from its legacy meaning that work has to have a certain place: the office.
It doesn’t matter where you are and how you’re technically equipped in that moment when you have to communicate with your team – the only thing you need is any kind of device (PC with a web RTC browser, iOS or Android device) and your username/password and all your communication streams and all related documents are instantly available.
Circuit – A Unify Sub-Brand
The service is branded “Circuit by Unify”. It is a sub-brand of Unify’s product families. On the same level there are Unify’s OpenScape products and in the future further products and services.
The Circuit Brand Strategy:
Circuit has a different brand identity approach as Unify and its OpenScape Portfolio:
- Unify solves large-scale problems by offering enterprise-scale infrastructure solutions
- Circuit allows a user to better collaborate with a team within their enterprise
That results in different preconditions for the marketing/brand communication strategy:
Circuit’s visual identity
It’s basic design elements are clearly rooted from its mother brand Unify to show the connection between the both brands.
The logo of Circuit is evolved from Unify’s i-column. It reflects “the-everyone-first” approach, through the circle and quotes the green from the mother brand.
Its primary colors are taken 1:1 from the mother brand, but its appearance is significantly altered by a different weight in the color usage. Doing so we achieve a lighter, more consumer orientated impression.
A key pillar of Circuit’s visual identity is the pictorial language. It helps to differentiate from Unify as well as from it’s competitive landscape. But more importantly it translates its brand DNA into a tangible visual application. The pictorial language reflects the community that Circuit is a part of. Scenarios include descriptive scenes of how work naturally happens, but also includes human moments between active work.
To communicate the service comprehensively the picture concept is structured into four picture types: Anywhere, Faces, In Use and Product