Delivering great brand experiences
Today marks the start of a new chapter at Wirehive. We’re proud and excited to share our new brand with the world, a brand that really gets to the heart of what we’re all about: enabling great brand experiences in a digital world.
An eye on the future, a nod to the past
Having been many months in the making, it’s a source of both personal as well as professional pride to release Wirehive’s new brand into the wild. I’m a little anxious but brimming with hopeful expectations of how it will fair.
However, it wouldn’t be right to move forward without acknowledging the past.
As a company that prides itself on personal service and a loyal customer base, we know that our existing brand is held with a great deal of affection. So whether you’ve been with us from the start or are just getting to know us, we hope you’ll forgive this slightly self indulgent post explaining the metamorphosis.
Realising it’s time to kill your darlings
Like the best journeys, when we started out we thought we were going somewhere very different. A piece of work to better define our tone of voice suddenly morphed into a new brand when we realised our new way of talking no longer resonated with our visual identity. Our first reaction was to question the work. Had we got it wrong? Were we trying to be something we weren’t?
For a sustainably grown business with the three original founders still at the helm these are hard questions. Souls were searched. Passionate debate was had. But sometimes it takes someone with outside perspective to bring things into focus. Thanks to the great team at Brilliant Path, who worked with us throughout this entire process, we were challenged and asked to leave our comfort zone, to look at ourselves through our customer’s eyes.
The result? A collective realisation: after 5 years, we’d changed. More importantly, so had our customers. It was time to move on.
The more things change, the more they stay the same
When we set out to build a specialist hosting consultancy for digital agencies there was, in our opinion, only one clear technology option to deliver the scalability and performance requirements for modern web projects. We built a public and private cloud offering using industry leading virtualisation platform VMWare and set about creating the best hosting support team in the UK.
Now, 5 years down the road, fully fledged AWS Consulting Partners and Microsoft Azure specialists we know there is no longer a single answer or obvious technology choice to digital agency hosting challenges. We now add more value for a wider range of clients by being technology agnostic.
However, what hasn’t changed is our commitment to support everything we build: to be involved for the life, not just the launch of a project. Our aspiration is still to be digital’s hosting department, just with a greater depth and breadth of technology and expertise at our fingertips.
A rebrand brings the opportunity to look inwards as well as outwards, to reflect on your company’s purpose, to start with why. We’d tried this before, but had never quite hit the nail on the head. This time, with a smaller team, we managed to tease it out. We found that our why, how and what all boiled down to the same thing: connections.
Like all other hosting providers our ‘what’ is keeping sites connected to the Internet. We keep brands online so they remain connected to their customers. In contrast to other hosting businesses, ‘how’ we do it is centred around human connections. It starts with a conversation, develops into long term relationships, and is underpinned by access to people you know on first name terms.
But these two things stem from the ‘why’. Our passion for powering online experiences is rooted in a belief that digital technology brings people together in a meaningful way. It sparks connections and builds communities that have never before been possible but only because there exists the expertise to make these digital interactions happen in real time, all the time.
Drawing on all of this, our new mark takes inspiration from the infinity symbol, showing a continuous but changing flow of connections. It’s W form is a nod to the unique Wirehive approach to connectivity: just as human as it is technological.
Supporting this, we’ve brought the colour palette up to date with a vibrant and uncompromising orange while retaining our trademark charcoal undertone. Our type’s been tightened up to reflect both our technical pedigree and commitment to approachable and transparent customer service. We opted for typography stalwart Gotham and relative newcomer Geonamist to achieve this balance. We’ve also taken the decision to move to www.wirehive.com as the online destination for all our marketing efforts. All our technical services remain on our original .net domain.
Last but by no means least our tone of voice – the area that started us down this road – has been refined. Our aim and focus in any communication is to complement the creative world digital agencies and their brand clients inhabit: understanding what’s important to them but ultimately remembering that our value is the unique set of skills we bring at the other end of the spectrum. In short, it’s all about powerful partnerships.
The start of something brilliant
The unique experience of a rebrand is that when it comes to launch you are marking both the end and beginning of something. I mentioned at the outset this whole rebrand was an unexpected journey. It’s also one only a small group of us took. However, now it’s over, on the horizon there’s a far more exciting destination in sight. We hope more of you will join us for the next stage.
See our progress for yourself at www.wirehive.com