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—an icon in Danish tech circles.
But to scale their first-name basis business method outside the Nordics, Cloud Factory needed another tactic. A translation for new markets that highlights 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 the brand’s personality. This includes seemingly counterintuitive word combinations 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.”
Kristian Magnus Nielsen“With ‘The Standard’, we not only make a bold promise to the market and bring our personality to life in a unique and colourful way. The platform also delivers user-friendly, modular campaign building blocks. An ideal combination of flexibility and consistency.”
