The Brand: Creating an identity, launching a campaign
Star technology services Ltd. are the largest independent business ISP in the UK, with a client base of over 500,000 users. Their tailored IT packages have become a key part in the success of many businesses, tackling the mine field that is the day to day workings and predictive solutions necessary in an IT reliant world.
For other work we have undertaken for Star take a look at our Executive Portraits case study.
A Star exhibition stand
The brief
With a large base of existing and potential clients, Star was looking for a number of services:
- The creation of a set of corporate guidelines and style guides to ensure continuity and quality was maintained
- With a new series of hosting services about to be rolled out, Star required strategic advertising across a variety of media
- Documentation to outline services and case studies
- Exhibition materials from the stand through to promotional literature
Flyers were used to target current and prospective clients for services and events
This was a major collaboration for Star. Their marketing team were looking to form a new and revitalised face to Star in time for the release of their new customisable hosting packages. Not only would this involve a refresh of their brand with clear guidelines to ensure consistency but the planning of a major new campaign and the literature associated with it.
The Solution
Throughout the process we worked closely with Star’s marketing department. Exploring the message that they wanted to communicate with their brand was the first step.
Design and identity guidelines
Understandably for a business of this size and market it was decided to create a solid and professional appearance, promoting a feeling of confidence in their current and potential customers. In developing a brand it is important to ensure that guidelines are clearly defined and widely distributed to all members of staff that are involved in the marketing of products. Therefore, a set of corporate guidelines and style guides were created outlining systems for constructing effective communications and the complete use of branding. These formed a fixed template of rules that, when adhered to, would allow Star to maintain a recognizable and consistent approach to and execution of future marketing.
Examples of advertising used in magazines and newspapers
With the implementation of their new hosting services imminent it was important to raise the profile of this service to create an impact with potential customers. A variety of adverts were produced and placed in a range of major trade magazines, targeting specific groups of potential customers. This was supplemented by targeted mail outs, consisting of high quality heavy weight flyers aimed at specific organisations. Flash animated web adverts were created and were used with the addition of HTML emails to attract attention to their website, where the new products were marketed. To support the new products brochures were created outlining the services, illustrated heavily with photography and illustration.
Animated web advertising
HTML email, here advertising one of Star's industry events
To support all of Star’s services it was felt that they would benefit from a number of case studies and white papers. Templates were created to maintain the appearance of these documents and subjects were chosen to cover a wide range of Star’s customers and solutions. Once these had been set they were provided to Stars customers and as downloads available through the website.
Floor adverts directed people to the Star exhibition stand
One of an extensive range of white papers and case studies downloadable from Star's website
The launch of the hosting solutions was coordinated to coincide with one of the largest technology shows of the year. With an events hall filled with competitors Star’s appearance was of paramount importance. The trade stand was customised with full length printed displays with branding and photographs. Brochures and promotional materials were supplied. These included stationary, note pads, branded water and flyers. Packs of information were distributed in bags featuring the star logo. Staff at the venues bar were also supplied with Star shirts. A member of our photographic team recorded all of this for Star’s further promotion, presentations and reports.
Business hosting magazine advert
Through this well coordinated campaign across a variety of media, bolstered by Star’s refurbished branding, the new hosting services were received as a great success. There was an excellent uptake of the new services and they have continued to remain popular.
Conclusion
It is unusual to run a re-branding exercise while simultaneously preparing for the release of a major product. However, IT is a rapidly evolving field and these clashes are, at times, inevitable.
The creation of a strong, clearly defined brand informed the following work, ensuring that it created the largest impact, impressing Star’s identity to the audience. Using a large variety of targeted media to impart easily accessible information, Star’s services were advertised and recognised widely, adding to their success. This was culminated in creating a major presence at the IT show, setting Star apart from its competitors.
Key facts
- The Star brand was re-developed with design guidelines and style guides to support it
- A targeted campaign of advertising, encompassing a wide range of media was used to promote new hosting services
- A high profile trade stand was created with a large range of supporting media to promote the new services
About Star
- Established in 1995, Star is the largest independent business ISP in the UK
- Following from their success with NetStar, the first complete internet solution for businesses, they have developed an industry leading, customisable portfolio of IT services
- Star services a large customer base with over 500,000 users