The Brief
Dave was briefed to create and build a brand from the inside out that would redefine business-to-business telecoms, and began work with Cable&Wireless on the principle that motivating the internal audience first was the way to credibly engage customers, partners and shareholders. It needed to create a vehicle that would convince colleagues to approach their work in a completely fresh way and, ultimately change the quality of the customer relationship in a market that had become infamous for poor service.

The Design
Rather than express the positioning through a logo design – an identity element that in the telecoms industry has become tainted by successive re-brands – the design work focused on tone of voice, language, colour, fresh imagery and a bold typeface. The concept of the new identity revolves around bringing a fresh voice to telecoms, one that has insight into client businesses, faces up to issues and offers real choice. Dave designed a range of deliverables including brand events and workshops, stationery, screensavers and sales kits as well as the chance for employees to design their own business card.

The Results
Launched internally in March 2006 and externally in March 2007, on a design budget of £1,750,000 (Euro 2,570,000), Cable&Wireless’s repositioning has seen the share price up 86% in the twelve months up to May 2007. Revenue has increased by £106million (Euro155million), a 5% rise against a global market trend of 3.8%. Orders fulfilled on time have increased 60% to 90% and 39% of customers have reported a service improvement, up from 9% in May 2006. Employee attrition has reduced by 34% since November 2006 and 445 new staff have been employed to support customer service.

Bronze Internal Communications