The Tech Brand Who Bet Big on Brave and Won

When you’re a challenger brand, standing out is not just an option, it’s a necessity. The story of Infinity Group’s rebrand is a powerful testament to the transformative impact of bold, strategic branding.

The Challenge: A Brand Lost in the Crowd

Infinity Group, a well-known player in the IT services sector, had a brand identity that no longer aligned with their evolving ambitions. It felt outdated and inconsistent, reflecting their past rather than their future.

As Chris Marshall, CMO at Infinity Group, candidly put it, “The brand was fit for purpose for what it was in a bygone time… but it represented what the business used to be, not where it wanted to be.”

Infinity Group found themselves in a sea of similar providers, blending into the background rather than standing out. Their brand was failing to capture the essence of what made them unique, and this was reflected in everything from their digital presence to their proposals. The need for a fresh, bold approach was undeniable.

The Turning Point: Choosing to Be Bold

During our discovery process with Infinity Group, it became clear that a dramatic shift was required. The old purple logo, a relic of past creative efforts, symbolised a brand in desperate need of revitalisation. But as with any significant change, there was apprehension. Chris recalls, “It was a challenge coming in with a fresh set of eyes knowing that the brand needed updating, but knowing it was the business’s baby.”

This hesitation is common among stakeholders considering a rebrand. The fear of alienating existing customers, losing brand equity or not being taken seriously can be paralysing. Yet, as Infinity Group discovered, taking a calculated risk, based on research and collaborative expertise is often the catalyst for breakthrough success.

The Creative Concept: BIG LOVE SUPER GEEK

When we presented the BIG LOVE SUPER GEEK concept, it wasn’t an easy sell. The room was divided. The concept was daring, colourful, and completely different from anything Infinity Group had considered before. But it was also precisely what they needed.

Initially, there were concerns. Would such a playful, unconventional approach be taken seriously, especially in the conservative world of IT services? Chris and many of the other stakeholders worried that this daring move might not resonate with their target market. But as the team began to consider the practical applications and the brand’s potential to stand out in a crowded marketplace, the doubts began to fade.

The BIG LOVE SUPER GEEK concept was not just a visual overhaul—it was a strategic repositioning. It was about breaking free from the generic mould of IT service providers and presenting Infinity Group as a vibrant, dynamic force in the industry.

The Results: A Brand Reborn

The results of Infinity Group’s bold decision have been nothing short of remarkable. Since the rebrand, they’ve experienced a 40% increase in leads, a significant boost in their win rate, and have attracted larger clients that they would have struggled to win over in the past. Their new brand has resonated deeply within the industry, earning them recognition as a trailblazer and Microsoft Partner poster child.

The rebrand has also had a profound impact internally. The team is more energised and creative, with staff members proudly showcasing the new brand both inside and outside of work. Talent attraction has improved significantly, with a noticeable uplift in the calibre of candidates eager to join the company. As Faye Sandford, Head of Marketing at Infinity Group explained, “It’s simple, easy to use, and allows us to achieve what we need to achieve creatively. This is probably the first brand that I’ve worked on that I’ve actually wanted to show people outside of work.”

The Power of Differentiation

Infinity Group’s journey underscores the importance of differentiation in today’s market. In an industry where many companies look and sound the same, standing out isn’t just beneficial, it’s essential. By embracing a bold, distinctive brand, Infinity Group has not only set themselves apart from competitors but has also created a platform for sustained growth and success.

At Fluro, we believe that every brand has the potential to be extraordinary. Our work with Infinity Group is a shining example of how daring to be different can lead to incredible outcomes. As Chris eloquently put it, “I’d almost go as far as saying that if we hadn’t rebranded, we wouldn’t have been able to get to where we are now.”

In a world where brand conformity is the norm, be bold. Be different. Be memorable. Whether you’re looking to refresh an outdated image or break into new markets, the power of a well- executed, differentiated brand strategy cannot be overstated. The results speak for themselves, success comes to those who dare to stand out.

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