15 December 2011
Rebrand of specialist software supplier
At the start of 2010 Orchard Information Systems, a specialist software supplier working particularly with the social housing industry faced a dilemma. They had been around for over 30 years, had market-leading products and a healthy customer base generating a turnover of approximately £11m. And yet they were still seen by many in their industry as a small company, and a bit of a safe pair of hands, but not a company that would set the world on fire. This posed a problem for a company with ambitious targets and big plans on how to achieve them.
Orchard and Gardiner Richardson first began working with each other at the end of 2010 to first define their problem and to work on understanding them better as an organisation. Following some insightful planning sessions with their Senior Management Team and another 40 members of staff we were able to clearly articulate what it was that their brand needed to communicate. We found an energetic, imaginative and dynamic personality existed that set them apart from the rest of their competitors. Our next challenge was how to express that in the best way to bring their brand to life.
We quickly realised how important it was to keep the equity of the Orchard name. However, the new logotype has injected a modernity reflecting their innovative and entrepreneurial spirit.
The new logotype is complemented by clean, fresh, botanical photography and a straight-talking and down to earth tone of voice which dispenses with any jargon and instead reflects the experience a client will have when they work with Orchard. The confidence that this new approach has sets them apart in a cluttered marketplace and positions them as a serious player in their field.
To date the brand has been implemented across marketing materials and product literature as well as on the new Orchard website (www.orchard-systems.co.uk) and we look forward to working with Orchard in the future to continue the good work that has been done so far.