The Brief

Accellier (formerly Aneako Interactive) are an established consulting business who provide businesses with better business processes. They help clients increase sales through improvements in Productivity, Compliance, Collaboration, Customer Satisfaction & Cost Reduction using Open Source software and offshore resources.

The owner initially approached Designbull to redesign the website UI. He sent over a detailed brief that included his analysis and research. 

 

Within this brief the client also revealed that: “Aneako Interactive was an off-the-shelf name we chose when we started… it was hard for people to pronounce and spell our name. In addition, we don’t do any Interactive work now.”

From our initial Roadmapping session it was agreed to update the ‘Aneako Interactive’ name, and create a new logo identity.

But first, we needed to dive deeper into their company ethos and clarify their brand strategy and positioning. This would make it easier and more cost effective to redesign their website.

I’ve written an article on How To Rebrand a Growing Consultancy that provides a step by step process on how we developed the Accellier brand strategy and created the new name.

Accellier – the new name

We narrowed down our name ideas and the final synthesised name combination was inspired by the positive and dynamic words ‘Accelerate’ and ‘EXCEL’ (from the Microsoft application that their prospects used).

After deciding on the wordmark ‘Accellier’ we then hand-designed from scratch, a unique type font we created in-house:

Accellier-IdeasAccellier-Ideas2

To see how the new logo wordmark stood against other brands, we mocked up a diagram showing the logo together with the competitors logos to compare how it looked:

Rivals2

Accellier Brand Guidelines

Accellier Brand Guidelines

markhut

“We got our first lead from the new site last week. It was the ‘stress-free processes’ text and imagery that helped pull them in. They had already spoken with a couple of other Open Source companies who were too geeky/techy. This is exactly where we are trying to position ourselves.”

Mark Hutchinson, Director, accellier.com

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