ABOUT

"Your staff, the customers, the call agents, they all share one thing in common... everyone hates contact centres!"

That's what we told the CEO of Cirrus, a contact centre tech provider, when tasked with rejuvenating their brand identity.

We easily could've shied away from this reality, but instead we embraced it; making this bold 'human truth' at the heart of the rebrand.

From strategy and tone to visuals and character design, complex AI and B2B jargon was reframed with humour and humanity. Transforming frustration into a distinctive identity that people can relate to.

The brief was clear: in an industry shrouded in negativity and known for being mind-numbingly bland, stand out at all costs in order to attract high-profile clients.

To achieve this, we homed in on a core human truth: everyone hates contact centres. We flipped that narrative, embracing it with humour and turning it into a force for good.

Through playful cloud characters, expressive typography, warm colours and straight-talking copy, we humanised complex AI technology, making it distinctive and impossible to ignore, while remaining surprisingly familiar and relatable to the audience.