Sigma

How to attract new client groups for a well established brand

For most of us, Sigma is synonymous with IT consulting and a Swedish focus: big, stable, and publicly listed. No surprises. And maybe a bit boring. How do you handle this when the main owner wants to buy out the company from the stock market and to season it with new and exciting activities?
Enters: ID.

SAME NAME, BROADER OPERATIONS

The first step towards a new Sigma was to revise the brand structure. We left the old, simple parent-brand strategy, where all companies were operating under the common Sigma brand. Instead, we implemented a more flexible structure – built on a mother/daughter strategy where every customer offering has its own, separate brand and Sigma as guarantor. This gives an increased focus and greater flexibility for each subsidiary.

TELL ME YOUR NAME AND I WILL TELL YOU WHO YOU ARE

Porsche Cayenne/Porsche GT3. The same basic principles (Porsche is German quality, speed, expensive …) but also individual freedom (Cayenne is a four-seater family car, the GT3 a race furnished speed bullet). The same applies to Sigma: the mother brand stands for technology focus, quality and entrepreneurship, while the respective suffixes signals excellence and client focus.

AN UPDATED LOGOTYPE

The sigma sign is Greek for sum and was in various ways used in the old graphic profile. The new logo has a more modern, and softer, image: the symbol has the form of an imaginary plus sign and is standing out from the crowd; the word image is clear; the suffixes gives uniqueness to the subsidiaries logos. A good-looking guy, we think!

A COMPLETELY NEW GRAPHIC PROFILE

While completing the logo make over, we also conducted a complete overhaul of Sigma’s graphic profile. Typography, colour and imagery were all updated. Stationary and signs were replaced, common presentations print and gift shops, the image banks, the works. Everything to achieve maximum impact at minimum cost.

THE WEB: OUR GREATEST CHALLENGE!

Before Sigma got its new profile, sigma.se was the only web site for the entire group. Today, sigma.se acts as a hotel lobby, the starting point to get to your room, restaurant, gym or wherever you are heading. Each subsidiary has its own site with a unique URL, but they all share common features like search, recruitment, contact resources etc. The complete solution is an advanced multilingual multi-site built on the WordPress platform. And of course, the design is responsive to look good on any platform. Our most advanced web assignments to date.

LAUNCH VIA SOCIAL MEDIA

Simultaneously to redesigning the corporate and graphic profile, we also launched a new subsidiary: Sigma Industry. The launch was accompanied be a recruitment campaign, headlined “Welcome to a new Swedish technology company. Now hiring 1,000 consultants”. The campaign targeted selected LinkedIn and Facebook users and was supported by digital and print advertising in newspapers and trade press. And with the web at the centre.

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