GOAL: Skyline Technologies needed new branding to better focus on the firm’s four main vertical industries, three main types of technology buyers and its six major technology consulting services.
RESULTS: A decision to shorten the name to Skyline was made to improve it’s focus beyond specific technology and into overall services and solution for companies. The positioning tagline See Beyond Your It was developed to allow the firm to proactively address multiple customers and changing requirements, the “it” being whatever goals and needs the customer had, Skyline was able to provide above and beyond. The new identity was intended to reflect this with it’s arch expanding beyond its name. The blue of the previous identity was retained in the color palette as well as adding a sky blue to reflect their positive nature. A supporting palette of bright colors was incorporated from their existing office environment with the intention of the ability to use specific colors to focus on specific markets. The brand was adopted enthusiastically and quickly by Skyline and has been successful in kickstarting their marketing and business acquisition efforts.
