A Brand Evolution for Growth

Strategy

A brand evolution provided the opportunity to broaden the focus from pure offshore call centre services and ‘task offloading’ towards enhancement. We devised a brand idea, “Together it works” – which speaks to the growth value that comes about from bringing together the right people, process and technology. We expressed the brand proposition as ‘enhanced people centric business solutions’.

Verbal

In the transition from BPO to consulting, Liveware’s tone of voice and language required a shift. The brand pivoted from ‘sales-speak’ to communication that’s bolder and to the point – driving credibility and expertise. Leveraging the thought ‘because business growth doesn’t just happen’ as a springboard, we created messaging, and new articulations of their services and offerings.

Visual

With a brand personality defined as the warrior, we aimed to break new ground and make a bold and dynamic impact. Inspired by the philosophy of yin and yang—where there is no light without dark—we sought to create a sense of balance visually. By exploring contrasts, we observed how opposites can interact through design, and discovered that together, it just works.

Using colours that wouldn’t typically be combined, we produced a striking palette. The resulting design is versatile, able to stand alone or complement the Liveware symbol. By blending upper- and lower-case letters we created a synergy between technical precision and approachability.