ABOUT

RDUK was established in 1994 as a distributor of IT equipment and related services for new computer hardware. They have developed their core service over time to renew IT products for supplying resellers to SME enterprises across the UK, and therefore it operates squarely in the B2B space.

Renewing is much more than just refurbing an IT product – RDUK refreshes it to be as good as new. This can involve respraying cases, reprinting keyboards, and much more besides. RDUK prides itself in it’s approach to refreshed IT, and aims to become the UK’s leading producer of renewed IT products. Having undergone a process to redefine their customer proposition to enable it to differentiate itself from their competitors, the new brand position is summarised by the simple term ‘Refreshing Technology’.

RDUK asked me to create a new visual identity to form the basis for a major new communications strategy. The task was to uniquely set RDUK apart from brands that sell new IT equipment, as well as from companies already operating in the re-manufacturing space, while also appealing to their core B2B re-seller client base.

The client was keen to retain some elements of their existing logo, which they felt had a gained strong client recognition over the years, so I did some small refinements to the lettering and flipped the direction of the three circle device, so that it got bigger from left to right. A simple adjustment that emphasised progression and growth.

The client also wanted a refreshing ‘zingy’ colour palette to reinforce their brand proposition. I produced a suite of colours for the new logo and backgrounds that set them apart from other operators in this space who mainly all focus on green.

In order to tell the story of how RDUK refresh IT, maintain high levels of personal customer service, and are a certified Microsoft Partner, I produced concepts for a set of simple illustrated scenarios and worked with an illustrator to bring these to life. These illustrations highlight individual aspects of RDUK's business, in a style that reflects their sustainability and eco credentials.