Rebrand a pioneering technology group
Journeo is a pioneering technology group that connects the transport community with their vehicles, people, systems, journeys and passengers in real-time. Its customers include bus operators, local authorities, rail networks, airports and transport fleets. It had all the right ingredients – great people, great products and great customers – but it needed to tell its story with more authenticity and passion.
When 21st Century Technology renamed its business Journeo to better reflect the transformation of the group into the technology-led business it had become, it needed to redefine its brand and its messaging through a total brand overhaul. Having already been disappointed with the experience and results of working with another agency, Journeo needed BrandStack to respond quickly and deliver on a challenging brief.
Obejective
- Refine the new Journeo brand and messaging in line with its b2b rebranding strategy
- Design and build a new website to act as a hub for marketing content
- Retell the Journeo story with greater authenticity to demonstrate its passion
- Generate compelling marketing content using complex technical storytelling
The Challenge
- Find a way of streamlining products and services that solve complex problems and raise their profile with customers
- Grasp Journeo’s markets, products and commercial operations quickly
- Follow the website criteria required for Alternative Investment Market (AIM) listed companies
- Incorporate real time share price data and announcements
- Deploy a bespoke hosting solution
- Ensure b2b website rebranding access would be 100% secure
Our Approach
BrandStack began by conducting a two-hour discovery meeting with key stakeholders to agree on the creative brief. Bearing in mind Journeo’s disappointment with the previous agency, BrandStack kept the group intentionally small and the meeting intentionally focused.
With a good understanding of Journeo’s brief from the discovery meeting, BrandStack created a series of Stylescapes to quickly establish the overall look, feel and voice concept. Stylescapes are an important part of the BrandStack process. They’re the bridge between the thinking and the visualization and, when done well, help speed up the rebranding process.
For the Journeo logo, BrandStack evolved the existing design to give it a more modern feel. BrandStack kept the same typeface (Texta) but reduced the font weight and redistributed the kerning.
BrandStack then gave Journeo visuals their own identity. A new purple colour distinguished the Journeo brand from the old 21st Century’s blue. The new Gilam typeface combines clarity and accessibility with the warmth and empathy Journeo was looking for. While ‘the stream’ gave the visual elements both a window for details and a focal point that suggests movement and connection – exactly in line with Journeo’s products and services.
A second workshop was needed to update the Journeo website. Looking at the sitemap, navigation, wireframe and SEO strategy, BrandStack used a modular WordPress design with Guttenberg editor. It built over 20 responsive webpage templates integrating the new colours, typography, styles and interaction. To meet Journeo’s tight deadline, BrandStack increased resources and production so that everything could be fully tested before the launch.
Outcomes
- New visual identity launched with annual report April 2021
- New website launch as part of a b2b rebranding a business project
- New site navigation with improved user journey and user experience incorporated
New ‘Industry Challenges’ web section written and created—one of our tech company rebranding success stories
Subscribe to our newsletter
Clear thinking on strategy, brand, and design. Straight to your inbox.