Clarity from complexity — a new brand strategy, architecture, and digital-first identity for a global technology group
Midwich Group is a leading global network of specialist technology distributors, with operations in UK&I, EMEA, North America and APAC.
From its origins as a computer component business, the company has grown into a global technology distributor with over 1,800 employees, specialising in solutions that connect people and make society more efficient, impactful and exciting.
Following rapid expansion through acquisition, its approach to naming and representing operating brands had become inconsistent, and the role and identity of the Group were not clearly understood.
Our brief was to rationalise this through a strategic brand architecture programme and to refresh the brand with a digital-first, future-focused identity.
Defining who Midwich Group are – their purpose and the value they create for their stakeholders
SampsonMay were asked to help Midwich Group to define a clear idea of who they are and the value that they create. Through rigorous stakeholder engagement and collaboration, we developed a new positioning for Midwich Group to articulate their role and to differentiate them from ‘broadline’ competitors.
We then defined a new brand promise - ‘we take technology further to enable tomorrow’ - a powerful idea to creatively inspire and guide communication. Building from this, we then created a ‘digital-first’ brand identity and a system for managing the business brands to clearly show their relationship with The Group.
A hybrid brand architecture
Central to the brief was the need to organise and structure the way that Midwich Group’s operating company brands are displayed, maximising the potential for the equity of each component part to benefit the others. A consistent approach to brand architecture was also needed to enable marketing efficiencies - with assets created at Group level able to be deployed across operating companies, and for content and messaging to work harder across The Group.
A hybrid architecture was developed, with a system of ‘integrated’, ‘endorsed’ and ‘independent’ brands. This approach was designed to accommodate local variations in strategy and business models, whilst also creating a blueprint for migrating acquired brands over time.
The new logo is at the heart of the visual identity. Its continuous, fluid forms and dynamic movement help to communicate The Group’s seamless collective expertise, combined strength, and foresight to deliver experiences that go beyond expectations.
Light, sounds and technology
The brand’s graphic language was developed to convey the moments of ‘wow’ that are ultimately enabled by the technology that The Group distributes. Working with a 3D artist, we created signature ‘BPM’ graphics to represent light, sound and technology - creating a rich and impactful expression. The BPM graphics are supported with a range of dynamic colour gradients, with these elements combining to create distinctiveness across all brand touchpoints.
Optimised digital identity
In creating a new visual identity for Midwich Group, it was important for us to develop an expression that not only supported the brand promise and point of difference, but was also optimised for digital communication.
Art direction
Our photography style works alongside our other visual elements to communicate the brand’s story. Technology not only enables many aspects of our daily lives; but has the power to entertain, inspire and excite.
Art direction heroes the people at the heart of the Midwich Group businesses, showing their unique perspectives and collaboration. It also shows technology in use through their business verticals, demonstrating how Midwich ‘take technology further to enable tomorrow.’
Colour palette
We defined a bright, energetic colour palette; optimised for digital channels to create vibrancy and accessibility.
A primary sans-serif typeface, Lota Grotesque, was chosen for its character, clarity and modernity; with a supporting display font used to highlight pull-outs and key information.
Enabling global implementation
The elements come together to create a unique expression - optimised for digital use but also impactful across print and three-dimensional touch points. We worked with Midwich Group to apply the brand, supplying guidelines and assets to enable implementation globally across the Group and its operating businesses. We also developed indicative visuals and design guidance for the new Group website for the client to roll out and build.
