A rebrand that moved an IT firm up the value chain
New positioning, identity and website for a staff-augmentation business heading into product engineering.
- Client profile
- IT services firm, 250 employees, moving from staff augmentation to product engineering
- Region
- India and Australia
- Timeline
- 14-week rebrand and relaunch
Where they started
The firm had grown a strong engineering team and wanted to take on outcome-based product work, but its brand still said “body shop”. Prospective clients compared it on hourly rate because nothing signalled that it could own a product.
Internally, leadership was split on how to describe the company, which showed up as inconsistent decks, proposals and web pages.
What we did
- 01
Align on the positioning
Ran stakeholder workshops and customer interviews to agree who the firm serves, what it is best at and why clients choose it.
- 02
Craft the story and identity
Developed a clear positioning statement, messaging pillars, a modern visual identity and a tone of voice that sounds confident and plain-spoken.
- 03
Relaunch the website
Rebuilt the site around product-engineering outcomes, with approved case stories, a clear engagement model and a team page that shows real engineers.
- 04
Equip the sales team
Delivered a refreshed pitch deck, proposal template and LinkedIn presence so the new story was consistent from first touch to contract.
What success looks like
- One clear message the whole company can repeat
- An identity and website that look like a product partner, not a vendor
- Sales collateral that supports outcome-based pricing conversations
- A brand guide that keeps future work consistent
Numbers you can check
- Average project value compared across the 12 months before and after the relaunch
- Inbound enquiries tagged by buyer type in the CRM, separating product teams from procurement
- Brand-recall and positioning feedback gathered from a short survey of recent prospects
Want a plan like this for your own company?
Share your product, your market and your numbers. We’ll come back with a baseline, a target and an honest view of how we’d reach it.