ABOUT

Maintel provides managed cloud communications services, working with businesses to deliver mission-critical services and achieve their workplace, service and customer experience goals through digital transformation.

The challenge:
Founded in 1991, Maintel has a strong reputation for being solid and dependable. However, its brand was outdated and needed to reflect its role as a key enabler in its customers’ businesses.

Our solution:
Our first step was to gain a deep understanding of Maintel’s brand, how it’s perceived and the future direction of the business. We did this by carrying out a series of workshops with the senior management team.

The resulting insights allowed us to reposition Maintel from a provider of cloud and managed communications services to an enabler of meeting and exceeding the ever-changing needs and expectations of customers, employees and the general public in a demanding, dynamic world. This led to the creation of a new strapline, ‘Solid solutions for a dynamic world’.

The new brand framework that followed sets out Maintel’s new brand narrative, incorporating its brand truths, brand personality, value proposition, positioning statement, elevator pitch, purpose, vision and behaviours. It also informed the new brand identity, the concept for which was live data feeds to convey both the dynamism and speed of Maintel’s service offering as well as the dynamic world in which Maintel operates.

The result:
Maintel now has a bold and sophisticated visual and verbal identity that is aligned with its future ambitions. We implemented the new brand across several channels, including a brand film, employee and investor presentations and its 2024 Annual Report.

We were also consultants and brand guardians for Maintel’s new website.

The CEO invited the company’s 500 employees to a number of Everyman cinemas to share the brand film and launch the new brand.
‍

Credit:
Data art and brand asset tool in collaboration with Variable