The Cloud Collective is a strategic alliance of Microsoft Gold Partners, formed to provide end-to-end technology solutions for their customers. There are three separate companies within the Collective: • Antares Solutions • Quorum • iComm
The Cloud Collective’s brand was unclear and undefined. Customers perceived the Cloud Collective brand as a strong Microsoft end-to-end solution provider but were not aware of its relation to its three alliance partners. Likewise, customers were aware of the individual companies but not that they all belonged to the parent brand Cloud Collective.
The client’s brief was to strengthen the perception of the relationship between all three of the corporate brands and establish a brand architecture and guidelines on how ALL brands interacted with one another.
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