The Unisys brand has spent nearly 150 years delivering ground-breaking innovation as an IT solutions provider. They have a known history of changing the game for the B2B IT category, but the Unisys brand no longer reflected its ambitions. The brand needed a multi-dimensional redesign centered around a big, bold idea carried through every aspect of the brand to radically modernize a century-old IT company.

With the technology industry expanding more rapidly than ever before, Unisys challenged us to help give their brand a competitive fresh edge through a completely reimagined brand strategy and a bold visual identity that would force consideration in the market and inspire clients and associates alike.

Our brand foundation, Experience Breakthroughs, led us to the creative concept, Perpetual Bloom.

A breakthrough is much like a new bloom, with untold potential to grow and evolve into something new. It’s ongoing, cyclical, unexpected. Each layer features a unique color, texture and transparency inspired by the technology we use, the worlds of our clients and the workplaces we inhabit.

The rebranding pushes Unisys to be reliable and bold, trustworthy and willing to push the envelope. We are channeled the existing internal sentiment to do what’s right into a brand-led mentality to act with purpose as client partners, as fellow associates, and as global citizens.

The new Unisys brand platform is grounded in truths and business insights from extensive research including 46 external interviews across clients, prospects, and industry & financial analysts, 45 internal stakeholder interviews across Unisys leadership, 15 competitors analyzed in a landscape audit, and 9 global associate listening sessions. We were heavily inspired by the exceptional experiences Unisys creates for our clients every day. But we strove to push beyond that, to use it as a springboard in a fresh direction that meets the changing needs of the market.

To illustrate the powerful language found in the new platform, the visual identity hinges on optimism and depth. We challenge industry staples by infusing underused colors and techniques including motion and CGI adding literal dimension to the brand. The new brand will help them elevate their standing with clients, prospects, associates, and recruits, bringing a fresh sense of joy and imagination across the organization.

A refreshed identity was brought to life across touchpoints across the globe. Unisys is now equipped with a dynamic new brand that looks, speaks, and acts like an ambitious company built for the future with the experience to support it.

In just three months, Unisys is seeing tremendous awareness results at the top of their sales funnel, including a 27% increase in website views with visitors staying 61% longer since launch. The total pages visited are up 20%, and asset downloads yielded a 7% increase. Google searches for “Unisys” increased 55% with a 25% increase in new users.

Beyond quantity, quality has greatly improved — today, more traffic comes from our target clients, prospects, analysts and advisors.

Social media channels saw the highest engagement we have ever experienced, with an audience growth of 19% year over year. Thanks to an employee amplification program, we saw a 61% increase in social engagement, and our associate posts have increased by 68% using Unisys curated content.