When Nasstar came to Signifly, they’d been at the cutting edge of technology for 25 years, steadily growing through acquisitions. The result? An enterprise tech provider with unmatched expertise… and a conglomerate brand identity. In a world where technology moves faster than ever, they spoke with technical talk to a technical audience. But the audience was changing fast, and they needed things in plain, human language. Their challenge wasn’t just about looking modern – it was about sounding approachable, cutting through complexity, and showing that in a sea of similar tech products and services, the real difference is people and approach.
We kicked things off with deep-dive strategy work and an insights sprint, interviewing stakeholders across the business to understand who Nasstar really was beneath the jargon. The insights were clear: every competitor sells the same Microsoft, cloud, and networking services, but Nasstar’s real value lies in how they deliver them – as curious, collaborative, ambitious, authentic – and most importantly, easy to understand. We built a positioning that celebrated people as much as technology, shifted their tone of voice from technical to plain-speaking, and set the stage for a brand that would make enterprise technology not just understandable, but enjoyable.
Visually, we brightened and softened the brand. Out went the overly dark palette; in came lighter purples and service-specific colours. We crafted a flexible set of playful pictograms with rounded, friendly forms. The logo was refined to nod to Nasstar’s service lines while feeling modern and distinctive. On the new website, everything – from the simplified drop-down menus to the warm, conversational tone – was designed to make decision-making faster and easier. In short: we took a serious tech brand, kept the brains, and dialed up the personality.