Q is a fast growing digital solutions provider operating through five global offices in Los Angeles, Belfast, Paris, Oslo and the Zagreb Croatia head quarters. The global IT segment is growing, saturated with brands that are offering creative solutions while having a strong and competitive brand.
Q’s brand was vague because the name didn’t stand for anything specific and the visual identity was outdated. The client decided to keep the same name, hence the brand agency needed to give Q the new meaning.
The brand strategy has defined what Q means. The meaning was defined in synergy with Q’s internal strengths – their expertise and experience to answer even the hardest questions.
Q answers difficult questions and impacts positive change. This was the foundation of the meaning of the brand. Q is a question, a question that will be answered. Their brand essence became their slogan: “Whatever the Q, we got the A.”
The visual identity embodies the brand essence, so both Q and A are part of its visual identity. Its enlightening colors have been used to communicate the modern vibe of the brand. Both Q and A are presented in the logo, the letter A is presented as part of the Q because ‘whatever the Q, we got the A’.
The people inside Q loved the brand; they saw themselves in the newly defined meaning of the brand.
It was well accepted among the external targets because of its clarity and sense of purpose presented in the verbal and visual identity of the brand.