Evolving a brand and message for the mid-market
What we did
New logo and brand identity
Brand book
Brand collateral
Website – content, design, development and SEO
Integrated launch package
Date
Summer 2022
Tags
Red Helix (formerly Phoenix Datacom) has a successful heritage in providing cybersecurity solutions for UK enterprises and the mid-market. From mobile & network operators, government and defence sector, broadcasters and media entities, as well as UK mid-market enterprise organisations – the team at Red Helix helps customers keep their networks secure, resilient and their propositions competitive.
The problem
Following PE investment from LDC, 2022 heralded an opportunity for Phoenix Datacom to further invest in their growth strategy, evolving their managed services capabilities and driving faster growth through clearer target marketing and messaging, helping its clients stay one step ahead of the ever-evolving cyber threat landscape.
To support the growth strategy and evolution of a trusted brand, Phoenix Datacom was looking to work with a partner who could help by spearheading a complete re-brand, new name, new website and ongoing PR support. The primary purpose was to create a brand that better reflected the company strategy and goals and clearly reflected the capabilities they have.
The solution
Involving key stakeholders at Phoenix Datacom, Berkeley hosted a series of storytelling workshops to unearth the brand story, messages and focus, and ultimately the Phoenix Datacom role in helping its clients achieve success. This deep dive led to a new narrative, story and name for the brand.
Red Helix – signifying strength, security and resilience – emerged as a clear choice, with the tagline ‘Always evolving. Always there’ helping to cement the brand promise and commitment to customers.
In tandem with the development of the Red Helix logotype, the design team constructed a visual language for the new brand, defining mark placement, typographic, colour, icons and photographic rules. These were brought together with the Red Helix story, messaging pillars and tone of voice in a comprehensive brand book.
Using the brand book, the team brought the design and content to life through a new website and associated marketing material. Reflecting key messages of the Red Helix brand, the team produced a solutions and industry focused site delivering engaging content and clear calls to action. A striking and compelling corporate video also provided deeper engagement and socialisation opportunities.
PR activity followed, focusing on positioning Red Helix and key spokespeople as thought leaders and industry experts on topics in a range of tech, business and vertical media. Industry specific campaigns also gave scope to show expertise in the legal and finance sectors, among others, supporting the wider marketing efforts of the company.
The results
“Working with Berkeley Communications on our rebranding campaign has been a huge success. From guiding us towards our new name and brand identity, to the creation of our website, Berkeley has been a communicative, flexible, and committed partner – and we’ve been impressed by the results. The rebranding has been applauded by clients, staff, and stakeholders alike, and we look forward to continuing the digital journey together.”
Marion Stewart, Chief Executive Officer, Red Helix Ltd
