efex Rebrand | Work | Fuller Brand Communication

The Brief

Develop a renewed strategy and visual identity built out of deep research and insights

Being the industry leader is the fuel that keeps efex going. They love what they do. Their clients love them for it.

Attention spans are short and no one is impressed by buzz words. The IT market is cluttered in Australia, so one question rang loud and clear: how to evolve their intent and refreshed their strategy to cut through in this cluttered market, whist still being “efex”.

Their clients aren’t looking for a technology lesson, they are looking to run their business with swift access to available experts who can deliver clearly and efficiently. Business speaking to business. More than an IT provider: valued peer, part of the recipe that creates the success of their clients.

Service Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Design & Motion Graphics

A deep dive into the world of managed tech

The business was growing strongly organically and via acquisition and required a refreshed brand that better reflected an entirely new intent.

This required a research-led detailed understanding of their market, competitive context and customer drivers that would enable the business to evolve its future service provision and remain relevant in the minds of its target clients.

Our approach included internal and external qualitative and quantitative research, brand strategy, tagline and design development to better reflect the new strategy.

The choice to pursue a better business approach

The reinvigorated efex brand was launched successfully in July 2022, behind a renewed intent, tagline, positioning and visual identity built out of deep research and insights.

Energised and looking forward, efex are able to focus on what they do best: bringing a down-to-earth, accessible approach and speaking business to business. A whole new client experience: managed IT as the best enabler of better business efficiency to deliver ongoing productivity.

“We engaged BrandMatters to develop a clear brand proposition that our people could understand, rally behind and importantly, deliver for clients. We worked collaboratively with the team on the finalisation of insightful research that helped us understand our market and clients, and then develop a positioning that would resonate with them as we evolved our business and offer. From there we identified a need to evolve our visual identity to better reflect this intent. Our new look and feel has impact and a real energy, designed to set us up for future success. In the end, a fantastic result for the brand and our people. BrandMatters truly understands our business, the brand now reflects our new strategy, and we couldn’t be happier with our refreshed brand!”

Head of Marketing, efex

This work was originally produced by BrandMatters, an expert brand strategy, research and insights agency, which was acquired by Fuller in 2023. Find out more.