Supporting Q Associates to promote their latest acquisition through core website changes and new assets

ABOUT Q ASSOCIATES

Our client, Q Associates, is a leading independent specialist IT services provider offering secure, reliable cloud and infrastructure solutions to more than 400 clients across commercial and public sectors in the UK and beyond.

THE ISSUE

As an award-winning platform, data and services specialist, Q Associates helps their clients drive innovation and leverage the best services and technologies. In their commitment to provide their customers with a solid foundation for digital transformation, Q Associates completed the successful acquisition of Apex Group, a specialist provider of cloud and networking services, in June 2020.

Q Associates helps their clients drive innovation and leverage the best services and technologies. In their commitment to provide their customers with a solid foundation for digital transformation, Q Associates completed the successful acquisition of Apex Group, a specialist provider of cloud and networking services, in June 2020.

They wanted to announce the news of their recent acquisition both internally and externally the following month. Having a robust marketing plan in place was critical to the success of the announcement.

To showcase Q Associates’ expanded portfolio of services, we identified that the website content would need a significant refresh whilst maintaining brand identity. This also meant that new visual assets were required to share amongst their staff, customers and prospects. There was a lot of work to do and a tight 2-week deadline to meet whilst keeping this strictly confidential before the launch.

THE SOLUTION

Due to the confidential nature of the announcement, a small project team was created internally to focus on designing, creating, and launching the new content within the deadline. 

Our goal was to not only help Q Associates launch their expanded services offering, but also support their new awareness campaign. This involved creating new sales enablement assets, such as PDFs, as well as social media posts and a customer PDF to aid in promotion.

As new web page designs were required to accommodate the new content, we utilised this opportunity to refresh the page layout with a modern style.

This not only effectively showcased Q Associates’ expanded range of services, but also strongly complemented their data centre infrastructure and data management solutions. All designs were kept consistent in terms of their look and feel and led to an update in the visual direction Q Associates wished to achieve.  

As the deadline was so tight, a very strict schedule of work was created to ensure there was enough time for development once the designs had been signed off.

THE RESULT

By collaborating as a small team with Q Associates, GUK were able to deliver all assets, content, and updates by the given deadline.

This allowed Q Associates to announce the acquisition internally and for the site to update LIVE during this meeting, prior to sharing externally with clients, prospects and UK press.

The sales assets provided immediate support to the Q Associates sales department, and the social media assets allowed team members to share the news consistently, helping to extend reach as well as drive more traffic to the new web pages.

This acquisition builds on Q Associates capabilities in some of the most influential areas driving business today – cloud computing, converged infrastructure, modern workplace and data analytics. 

GUK were delighted to support Q Associates during this exciting time and the launch of the new site was delivered smoothly, on-time, and they were exceedingly satisfied with the results. In addition, Q Associates were so pleased with the updated visual identity, this spurred a new project on updating their brand guidelines, which we implemented across multiple assets over the following months.

Building Brand Awareness, Through Social Media

ABOUT BANNER

Banner is a leading provider of workplace services and office supplies. Banner wished to build their presence on social media in order to increase brand awareness and authority, positioning Banner as a thought leader in their targeted workplace sectors.

THE SOLUTION

In February 2017, we started to manage Banner’s LinkedIn and Twitter accounts. Our strategic approach involved working closely with Banner to identify both Banner’s core aims but also the pain points of their audiences and how Banner can help address these. We posted regularly on both channels in a way that resonates with Banner’s key target markets whilst complementing their wider company objectives. In addition, we also regularly engaged with customers, prospects and other industry influencers.

THE RESULTS

Generate UK have improved BANNER’S SOCIAL AWARENESS:

88.94%

Average engagement rate on Twitter

380%

Average engagement rate on LinkedIn

65.5%

Average increase of LinkedIn impression

Less than three months after Generate UK began managing Banner’s social media channels, Banner’s social presence had improved greatly. Despite Banner’s falling social following prior to Generate UK’s strategy, this has been growing rapidly, with a positive engagement rate on posts. We have also generated confirmed leads for Banner that have come directly from our active social engagement..

Creating A New Visual Identity To Amplify A Distinct Proposition

ABOUT SECUREDRIVES

SecureDrives is a premium reseller of hardware-based data security solutions delivering passwordless authentication and portable storage devices. With innovative products delivering advanced protection for a wide number of use cases, their customers cover a wide range of industries from healthcare and law enforcement to manufacturing.

THE CHALLENGE

As a division of Cardwave, the SecureDrives visual identity was closely integrated into the architecture of the parent company’s numerous divisions delivering specialist products and services focused on integrating memory and duplicating data into a range of applications. However, while delivering solutions through USB drive technology, the proposition for SecureDrives is very different.

With Cardwave undergoing a brand transformation of it’s own, the SecureDrives visual identity needed to be reviewed and a decision made as to how best deliver a clear brand proposition whilst maintaining an element of connection to Cardwave.

THE SOLUTION

Through a process of discovery with the CEO and Customer Solutions Manager, we were able to develop a greater understanding of SecureDrives’ business objectives, audience, offer and approach.

We also undertook a thorough competitor analysis to investigate both the visual identity and proposition of other data security companies.

This information allowed us to recommend that the SecureDrives identity should be significantly changed to portray the technology solution and data security elements of their proposition, and as a result have a separate look and feel.

This strategy was implemented through three key changes to the identity:

1 Colour palette

We adopted a new colour palette focused on the blue associated with technology and the silvers associated with premium brands, using gradients to provide depth. This was a significant change from the previously flat red logo that was used.

2 Logo mark

We created a logo mark utilising the S and D from the wordmark as well as the blue gradient. Adapting the shape of the letters, we were able to establish a shield shape associated with security. This asset is central to the logo and enables a much more compact digital logo.

3 Strapline

We developed a simple strapline – Advanced Data Protection – to accompany the logo and match the new Cardwave logo. This benefit led message supported the diverse proposition whilst suggesting a competitive advantage over other providers.

These alterations enabled us to maintain the wordmark that utilised the same custom font used for the Cardwave logo, ensuring that we were able to maintain some consistency through the brands.

Finally, we supported the business in establishing clear solutions-focused messaging for the brand. This was based on an understanding that the products solved key challenges for businesses in securing data with an increased focus on various requirements to hold customer’s data. We were also able to establish a way of communicating the relationship between the brand and Cardwave.

THE RESULT

The brand transformation has delivered a new visual identity for SecureDrives that brings it out of the shadow of Cardwave.

It’s new logo and colour palette ensure that it can be identified as the premium technology reseller that it is.

The new core messaging has created clarity in it’s offer and distinguishes the brand from the different proposition provided by it’s parent company.

This was achieved whilst maintaining the connection to the Cardwave brand, in both the visual identity and messaging.

Sleek, Mobile-First Micro-Site: Improved UX and User Flow for National Sports Vendor

THE CHALLENGE

Toga Sports, a national supplier of sports clothing and equipment, approached Generate UK to plan and implement an end of season sale campaign and an accompanying micro-site which would be used to host campaign landing pages and discounted product lines. 

Generate UK only had three weeks to design and develop a solution which aligned with Toga Sports brand guidelines and season campaign deadline.

Before this project, Generate UK had already been conducting UX research which found that simplifying the purchase flow needed to be less complicated and mobile-friendly. This meant that Generate UK would be required to carefully plan the purchase flow from both a marketing and design/UX perspective moving forward.

THE SOLUTION

In order to meet the requirements of the project, Generate UK decided that using Webflow to build and publish the micro-site would be the best solution.

After initial meetings to discuss the project and design requirements Generate UK developed initial wireframes and mock-ups, which were presented to Toga Sports for feedback. At the same time, we developed feature lists with the marketing team at Toga Sports and Generate UK to ensure that the finished project would meet all the requirements from a technical perspective.

THE RESULT

Following design and feature reviews, Generate UK began building the microsite to include:

  • Product group/product line pages
  • Campaign landing pages
  • Marketing pop-ups
  • Micro-site navigation 

Following the design and development of the micro-site, Generate UK went on to work with Toga Sports to develop a record-breaking campaign, which resulted in over 500% ROI thanks to the Micro-site’s improved UX flow and carefully planned campaign strategy.

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