BRANDING

CORPORATE REBRAND

COMPANY

CITF is a B2B membership organisation for IT and tech employees of large public and private sector organisations.

BACKGROUND

The brand was outdated and represented the company's original target audience of IT professionals. The organisation evolved and now offers a broader scope of products and services targeting all major tech and digital positions. The entire brand needed refreshing, including the name. Previous attempts to do this were unsuccessful and resulted in long and expensive projects being shelved.

SOLUTION

Keeping the acronym the company was known by (CITF) a complete renaming and rebranding exercise was completed within one month. The web domain was shortened from.corporateitforum.com to the easier citf.tech. The new brand identity and tone reflect the updated values and proposition of the company and can easily be adapted to the products and services on offer.

OLD LOGO

NEW LOGO

Product logos

RESULT

Reaction to the new identity was extremely positive with customers stating the brand was easier to recall when discussing and referring services. Emails and other collateral stood out from the competition and the complex calendar of events was easier to navigate thanks to individual product logos. Marketing and PR found the new brand guidelines made it easier to create visual aids in line with the company ethos.