OnApp - Visual identity

The Brief

OnApp – a UK software company that helps organisations build, operate and sell Cloud services – was looking to reposition themselves in the market.

OnApp software powers thousands of clouds for MSPs, Telcos and other service providers worldwide. Historically, they had successfully targeted technical buyers within these organisations. But now – in pursuit of a scale-up as part of a business sale strategy – they were looking to refocus on commercial, enterprise-scale audiences.

Fourfeet was approached to guide OnApp through this journey.

Our Approach

Our initial focus was to clearly define the new proposition and bring this to life via a messaging system that spoke to the new buying audience, without alienating historical customers.

When developing the new identity there was a desire to bring the target OnApp customer to the foreground – developing a more approachable, human brand that appealed to a wider audience whilst remaining business-like.

The refreshed visual identity was implemented across a wide range of marketing communication channels. Key amongst these was a new website – optimised to secure qualified leads but enabling swift access to technical information and product support. The wider roll-out also encompassed advertising concepts, the development of marketing and technical product literature, motion graphics and exhibition design.

Results and Impact

Mission accomplished. Fourfeet successfully supported OnApp in their evolution from challenger brand to respected player, whilst retaining key components of a disruptive persona. Within two years, OnApp was acquired by Virtuozzo.