The new Azzurri: A visual and tone of voice rebrand project

Brief

Azzurri was a company that had been formed through the acquisition of many smaller companies. As a result of this, over the subsequent years there was a lack of direction and focus for the business. With new management in place, the decision was made to refocus and reposition Azzurri in the communications industry, and so Azzurri underwent a rebrand – in terms of visual style and tone of voice. The aim was to help provide a new direction the business needed to be successful in the communications space.

As Senior Designer and Visual Brand manager, I oversaw the complete company visual rebrand, working with a brand agency to create this new identity and solely responsible for implementing the new brand across the business (including branding Azzurri offices, company website, marketing collateral and corporate stationary). The new brand included brand values and a new mission and vision. The key for a successful launch was to ensure employee acceptance of the new Azzurri culture and so effort was made to involve staff in the process and to explain key decisions made.



Branded desktop wallpapers were designed, with Azzurri’s internal values portrayed.



Azzurri’s internal brand values were Pioneering, Determined and Collaborative. The screensaver was a rolling animation going through the explanation of each value. It was important that staff understood the values, as it was key to the new company culture that was being implemented by management.



Mousemats were also designed which were fully branded and contained useful information on how to contact IT for any IT faults.


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