Building a fresh, enigmatic sub-brand for the new Academy of a global technology
business to target and build trust with a brand new audience.
TARGETING A SNAZZY NEW AUDIENCE
BUILDING A BRAND NEW SUB-BRAND
SoftwareONE is smashing it; they’re a global company employing some 7,700 people across 90 different countries. Whilst continuing to innovate their cloud services, they also wanted to evolve the way they built a pipeline of future talent. And so they conceptualised a brand new Academy.
Targeted at people from all walks of life, the Academy primarily seeks to bring employment opportunities to grassroot communities and enable the next generation of technology-focused employees at SoftwareONE. They’re bridging the gaps between education and employment and providing blended learning opportunities to those who need it most.
But because this target audience differs immensely from their target customers, the learning team behind the Academy knew that if they wanted to make an impact they needed something beyond the SoftwareONE branding.
They needed a dynamic, different approach to reach, resonate and engage new audiences. They needed something to start the spark. They needed MAAS Marketing.
Yeah. We went there. #sorrynotsorry
Despite our underwhelming penchant for misspelling words for a branding opp, we do rather great work for our clients. Here Serena Gonsalves-Fersch, Head of Global Talent for the SoftwareONE Academy, shares her experience of working with us:Let us help you too
SHARP, SASSY AND FRESH
A LEARNING BRAND THAT GETS ATTENTION
Initially, it was thought the SoftwareONE Academy would just adopt the SoftwareONE brand look and feel, however after extensive market and competitor research from MAAS Marketing, we recommended developing a new sub-brand. The audience was just too different and with this market already saturated, we needed to differentiate.
Working very closely with a variety of key stakeholders and departments including Marketing, Communications, Talent Acquisition and L&D, we quickly determined that whilst we wanted the brand to deviate from the primary SoftwareONE brand, it still needed to nod to its master. Our brief was simple: disrupt.
Our creative in-house team quickly went to work and developed three new brand concepts, all aligned to SoftwareONE Academy’s primary target audience and all playing nice with the main SoftwareONE brand.
“It was such a pleasure working with MAAS on developing our beautiful brand. One of the things that struck me was that Ashley was able to immediately get to the crux of what we needed to achieve and provide real guidance and support on how we could disrupt and innovate. Yet at the same time retaining our roots in the SoftwareONE brand and values. Thank you MAAS. You Rock!”
– Jane Tandy. Global Operations Director (GOD) – SoftwareONE Academy
EYECATCHING AND SHOWSTOPPING
INTRODUCING THE SOFTWAREONE ACADEMY
Once the SoftwareONE team selected their favourite concept we further developed it, bringing it vibrantly to life. And as you’ll well know, here at MAAS we believe a brand is much more than a logo or some pretty pictures, so we gave the Academy a well-rounded personality, complete with a new look and feel including:
- New logo
- New tagline, tone of voice and messaging framework
- New visual language including colour palette and a striking range of enhanced photography
- New brand guidelines
The brand has been incredibly successful already and well received both internally and externally, with students and employees absolutely loving its striking aesthetic. Serena Gonsalves-Fersch, Global Head of Talent at the SoftwareONE Academy, had these rather delicious things to say about us:
“It has been an absolute pleasure getting MAAS Marketing involved from the very beginning of our project. MAAS Marketing has allowed us to look at L&D in a different light.
We now reach the right audiences and they understand what we are bringing to the table. MAAS created a brand and an identity and helped us express our vision and mission in a way our audiences understand. And for that, we will always be grateful. We are now in ten countries in just seven months and we owe a lot of that to MAAS.”
Awww shucks. Thanks Serena.
ALWAYS HERE WHEN YOU NEED US
ONGOING AND CONTINUOUS MARKETING SUPPORT
You know us, we don’t like to leave clients in the lurch. We don’t just give you a new brand and then run for the hills. No. It doesn’t end there.
Since we rolled out the Academy’s new branding we’ve also been closely collaborating with their team to bring the brand to market. Over the past few months, we’ve developed a go-to-market strategy, launched the brand publicly and supported business partners in local regions to bring the brand to life with branded items such as popup banners, brochures and swag boxes. We’re running their social media and have also started collaborating with their Talent Acquisition team too.
This has been a true partnership and we’re not gonna lie, we’re pretty proud of this one. Thanks for letting us help you make marketing magic SoftwareONE Academy. You’re the best and we loves ya.