Colt Technology Services
How do you reposition a telecoms company?
With a vibrant brand refresh.
The Telco industry has been undergoing a fundamental shift in recent years. As the world is turning digital-first, businesses such as Colt are transforming into digital services organisations. Colt’s ambition is to grow into a market-leading technology communications company with a focus on customer relationships, innovation and sustainability. However, the new business strategy and transformation was not reflected in its brand. The messaging did not fully communicate who Colt are, what they offer and what they do for customers. Visually, the aim was to introduce vibrancy and freshness to stand out and inject new energy.
Having worked with Colt in 2017 to establish their brand positioning ‘Connectivity Matters’, at the end of 2020 we refreshed the brand to reflect a bold, dynamic and future-focused technology services company that is fresh and energetic – reflective of their culture and brand position.
In January 2021, Colt successfully launched the new brand. The work received lots of positive feedback from customers, employees, and other external stakeholders. Colt is now looking to operationalise the new brand globally, with employee training and engagement lined up in 2021.