The merger of NEC Digital and Snook brought together two influential players in the technology and design sectors combining Snook's creative problem-solving with NEC Software Solutions' deep expertise in delivering essential technology services across healthcare, housing, government, third and private sectors.
At a time when market demand for better, more user-focused services is at an all-time high, this merger signalled a powerful step forward for both companies. rbl was brought on board to create a new unified brand that would harness the strengths of both organisations and define a collective proposition to effectively connect with customers so NEC Digital Studio would become the partner of choice.
Insight
At the heart of this project were two simple but essential questions: how could we bring together two distinct organisations into one brand without losing the strengths of both?
And for customers, how could we cut through a crowded digital transformation space with an offer that would win the projects and partnerships to drive NEC forward.
The answer lay in the shared differences across the business that could translate into a point of difference for the business.
Through careful consultation and collaboration with staff, using discussion-based exercises and creative platforms, we uncovered the complementary skillsets, that made the team stronger. By delving deeper we discovered the common drivers within the organisation – a shared desire to solve problems and a shared belief in the role and power of digital to improve lives.
This connected into the insight we gathered from clients which showed a hunger for outcomes and impact rather than simple process and specialism; a need for scalable digital solutions that would positively affect lives and build greater inclusion, equity and effectiveness into everyday services, for everyone.
Our opportunity was to develop a brand that connected people with services, and life with outcomes, uniquely positioning NEC Digital as the place to find these solutions.
Ideas
This led us to create a brand strategy that firmly puts life at the centre, just as NEC Digital Studio puts life at the centre to positively change how people experience the world.
We built the brand on strong and meaningful beliefs that would underpin and carry the new team forward. Ideas that they could all sign up to; ideas that would inspire them in their work every day.
- Life is wonderfully diverse, so they need to take care of and reflect people in the work.
- Life is complicated, so people must work with reality, not theory.
- Life should be made easier, so they enable services to work more effectively.
- Life needs connection, so great relationships make better outcomes.
A new brand proposition, Made For Life, encapsulates how NEC Digital Studio designs systems and services that go beyond the functional to meaningfully impact people's lives - whether it's using technology to reduce homelessness or improving public health services, every solution is designed with people at its heart.
Reflecting this aspect through every part of the identity, we refined the name to include 'Studio' to highlight the focus on craft, creativity and the hands-on approach to problem-solving.
Our visual identity blends NEC's structured, technological precision with Snook's playful, hand-drawn approach. The result is an identity that feels both professional and approachable, communicating the rigour and creativity behind everything NEC Digital Studio does.
The new tone of voice embodies warmth, connection, and expertise, reflecting the people at the centre of the brand. It speaks to customers in a way that is human, direct, and inclusive.
Impact
The new NEC Digital Studio now has a new brand to launch itself into to the world with, one that all staff now want to engage with and use; one that communicates a stronger, more client-centric offer based on outcomes; and one ready to win contracts and win over partners. Ultimately, showcasing NEC Digital Studio as a partner of choice for anyone looking for innovative, human-centred technology solutions.
The transformation of NEC Digital Studio isn't just cosmetic; it's foundational. By leaning into the strengths of both Snook and NEC, we've created a brand ready to thrive in an evolving market, driven by the idea that technology isn't just a tool, but a force for positive change in people's lives.
