A New Identity
The Challenge
SRA is the brainchild of CEO Steve Rowe, who went out on his own and created the brand in the 90s to challenge the tech industry. A pioneering and a visionary brand, SRA burst into the IT industry and took off with pace, going from strength to strength as it charged forward at the forefront of the category and continued to innovate, evolve and develop.
Though its pioneering spirit permeated everything SRA strived to achieve, its brand image was left firmly in the 20th century. Its logo, design and website
still emulated the formative years of tech, whilst the brand was offering clients highly sophisticated and innovative products of today and tomorrow.
Our job was to preserve the old-fashioned traditions of trust, honesty and loyalty that made SRA so successful, whilst giving the brand a new look and feel that represented the contemporary and cutting-edge solutions it provides.
The Solution
We worked with the SRA teams nationally to dig deep and build the foundations of the brand. A renovation, not a new build, the aim was to revitalise the solid structure the brand already had behind it to make sense in a contemporary context.
Together we arrived at the proposition of ‘Tech for good’, which truly encapsulated the heart and soul of why the brand was born, and what it stands for today. This became the springboard from which we began to create its new identity.
Along with this identity, the team at SRA needed a new website to bring their revitalised brand to the digital space and to shine a spotlight on the amazing work they do. With a focus on this goal, our branding and digital teams worked closely throughout the project to ensure the new branding was presented online in a complimentary style.
The Result
Everything SRA does is underpinned by strategy – including their visual identity and new digital presence.
The final brand identity features a distinctive logo and graphic treatment that feels dynamic and inclusive to help convey culture, connection and place. It puts SRA’s clients and staff in the spotlight, a key part of their identity. An accompanying style-guide was created to ensure guidelines are easy to implement and upheld through future changes.
The new identity was rolled out to a dynamic new website that encapsulates the essence of the brand; a site that takes you on a journey through SRA’s values and positioning.
The custom-designed WordPress site has been developed with an easy-to-use content management system, allowing SRA to showcase and continually update their portfolio and news posts, while also acting as a recruitment tool, advertising employment positions as they arise.
Their online presence now reflects their new branding and style. We couldn’t be happier with the outcome.
Together, these elements form the foundation of a compelling brand system, which can be shared now and into the future. This was a truly collaborative effort, big thanks to Camille, Laura and Tim from SRA for being our partners in creating this innovative new identity and digital presence.
