DE | EN
Clouds above the rest
Repositioning a cloud computing company into a business solution provider
Client
plusserver
Branch
Innovation and Tech
What
Brand Development
Summary
In the past 20 years, plusserver has become a well-known IT service provider in Germany. Originally its services included on-premises, colocation and website hosting for mid-sized to enterprise-level organizations in multiple sectors. However their focus has shifted in the last years in step with the global trend to cloud computing. As 2021 was approaching, the company decided it was time for a major brand update.
The cloud computing market is crowded, and the products involved are highly complex and abstract. To overcome the difficult marketing challenges that come with this industry, plusserver asked eobiont to help them create a unique and more memorable brand experience.
The biggest change in the rebranding was to create key visuals based on an original illustrative style custom-made for the company. All other brand identity assets were then used to enforce this unique look to create a distinctive visual. Every interaction with the brand now becomes an engaging and unforgettable experience.
To offer their customers more value, the communication strategy was also changed. We repositioned plusserver as a business solution provider and industry thought leader, rather than just a tech-oriented IT service provider in the same space as most of their competition. This meant concretely addressing business trend and the challenges of decisionmakers. Instead of immediately talking about plusserver products, we start a conversation about current business issues and how cloud computing can help companies grow and be more efficient. To do this the entire information architecture of the website was changed.
Finally, their large product offering was restructured into a coherent system. It now is much easier for customers to understand how they work together to create flexible and scalable solutions for virtually any scenario they might have.
