Case study
Sotyra
The goal was to carve out a distinct space in the MSP landscape. This is a fast-moving segment with fast-moving clients. The goal was to create an identity that felt big and established, while also keeping pace with the tech-focused clientele.
Scope
YEAR
Tools
CreditS
Creative Direction
Design
Design
2024
Adobe Creative Suite
Figma
Figma
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The details
Blank Canvas to Brand Birth
Sotyra came to me with a blank canvas. Allowing me to work on all aspects of the new brand from name to activation. As a start-up MSP, there was no existing data to lean into, instead, I performed a deep analysis of look-alikes and used this as a guide for the early positioning and direction. We exited this phase with a clear mandate to be a “champion for the customer”, this informed everything from name to logo, to color palette and gave the brand clear direction and persona.
Naming with Purpose
We knew from the DEFINE stage that we wanted a name that reflected a commitment to customer advocacy. I created a naming exercise built around conceptual themes with etymology and rationales for each candidate. The ancient Greek word "Sotíras," translating to protector, resonated with the team. From there it was a short leap to Sotyra and the brand name was born.
Designing the Champion's Flame
From there I defined persona, voice, and positioning leading us to everyone’s favorite stage DESIGN. Something that came up often with the team was the desire to steer clear of the familiar tropes of cloud computing. Instead, building off of the concept of the champion’s flame. This flame concept is reflected in everything from the shapes to the color palette.
Imagery that Speaks Volumes
Another challenge for Sotyra was finding unique imagery to represent the abstract concepts of cloud computing while avoiding the same boring stock used over and over in the industry. I produced custom imagery using the concept of particles and light to represent data. This allowed for unique, custom images, adding to the premium, established feel of the brand.
Activation and Implementation
Finally, I dove into the activation phase, producing detailed Brand and Voice guides to help the team execute the new branding along with several template build-outs for presentations, sell sheets, and marketing collateral.
The results
The comprehensive rebranding of Sotyra has been transformative, establishing a strong, cohesive brand identity that reflects its vision, values, and the innovative solutions it provides. This reimagined brand not only positions Sotyra for growth but also deepens its connection with clients, distinguishing it in a crowded MSP marketplace.
