Sigma Connected


A people-powered rebrand

Sigma Connected’s brand makeover put the people that make this outsourcing business different at the heart of the design – literally.

The challenge

Sigma Connected is a Business Process Outsourcer (BPO) that takes care of in-bound calls and emails, chasing arrears and other communications-based tasks for businesses.

Everything they do has a personal touch and they wanted that human element to be front and centre in their new branding. Sigma Connected needed a rebrand that would show off the people-focused business model that makes them different, from investing in local communities to training staff and supporting clients.

This rebrand needed a lively, fresh visual identity built around messaging that can get across this business’ incredibly strong brand personality and story and was able to position the brand effectively as a premium yet cost-effective provider of outsourcing solutions.

The solution

So what does different look like? It’s bright, bold and eye-catching. We came up with visual concepts that reflected Sigma Connected’s dedication to people power – with people forming the letters for the words.

Sigma’s teams across the UK and South Africa were photographed forming (some trickier than others) letter shapes to spell out the words in Sigma Connected’s core messaging, like “CONNECTION”, “PEOPLE” and “DIFFERENT”.

The human alphabet was reinforced by colourful speech bubbles that again enforced the overarching themes of connection and communication but in a bright, bubbly and approachable way that was instantly recognizable across Sigma Connected’s website and collateral.

“We are Sigma Connected. We are different.” became the tagline, highlighting Sigma’s confidence and unique capabilities in outsourcing – and their newly unconventional (for the industry) look..

Using this research, we came up with an integrated strategy – the Big Step Forward (BSF) that covered the relevant sectors and was cleverly set up to enable A/B testing of channels, imagery, messaging, content and interaction points.

The results

The rebrand built upon Sigma Connected’s personality and allowed the company to show its true colours; it demonstrated that here was a company that understands just how important people are to success in any sector.

If your B2B brand needs its own brilliant revamp, why don’t you give us a call?

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