A streamlined and more consistent brand identity has played a central role in Cloud Factory’s expansion strategy—providing their target group with a clear and tangible understanding of what they can expect.
Services
Brand refresh Tagline Campaigning Film productionThe challenge
Having established a market-leading position in the Scandinavian cloud distribution industry, Cloud Factory were looking to polish their brand identity as they turned their focus to the rest of Europe.
Known in their native Denmark for a “100% partner” approach to customer relations, these cloud distribution cowboys from Denmark’s wild west coast stood out for their fun-loving attitude and quirky style personified by their CEO—Jacob Schaumann Schmidt—an icon in Danish tech circles.
But with Jacob’s profile limited outside the Nordics, Cloud Factory needed another way to scale their first-name basis business method. Translating their personality to new markets, while maintaining their personality no matter the individuals involved.
The solution
Our approach was to create a brand platform with digital campaigning in mind. With a new customer promise—‘The Standard’—that immediately positions Cloud Factory ahead of the pack.
An unexpected tone of voice embeds Jacob’s personality in the brand. This includes seemingly counterintuitive combinations of adjectives that emphasize Cloud Factory’s disruptive strategy and their innovative self-service cloud management portal. Backed up by a light and airy visual expression inspired by the cloud.
This style allows Cloud Factory to promote their key strengths—from “Inexplicably simple invoicing and billing” to “Unwaveringly flexible contract terms”—in punchy social media assets. Always reminding their customers to “Forget standard. Choose The Standard.”
