Insight Spirit UK had a loyal client base but its brand no longer reflected the scale or professionalism of its service. The identity felt dated and the website made it difficult for new audiences to grasp what was on offer. The company needed to modernise its messaging, introduce a transparent pricing model, and build a clearer online presence to convert more leads.

Story Through structured branding sessions, we explored Spirit’s positioning, audience needs and competitive landscape. The focus was on simplifying language and humanising the brand to make technology feel more accessible. Using the Brand Doughnut framework, we defined a new vision, to eradicate the suspicion and complexity of the IT world, supported by values of compassion, integrity and transparency. A refreshed identity and new digital structure turned this clarity into something practical.

Engage The new brand combined simplicity and confidence. A clean, modern identity and redesigned website created a stronger first impression, while the new pricing page became an interactive tool for customers to explore options instantly. The tone of voice shifted from technical to reassuring, focusing on listening, support, and reliability, IT explained in human terms.

Clarity The refreshed brand helped Spirit UK attract new commercial clients while maintaining trust in the charity sector. The transparent pricing model improved lead quality and customer understanding, creating a stronger foundation for growth. The new identity reflects the company’s promise: Keep IT working.

Insight Brand audit Pricing strategy

Story Brand doughnut Strapline Core about text Website text Scorecard text

Engagement Visual identity Visual properties Documentation Website creative direction