background

Srijan started as a development company, 15 years ago, building content management system frameworks focussing on Drupal, an established, open source technology in that space. Presently, it operates in 7 countries, and is 250+ strong.

problem

But Srijan’s success masked other problems. It was punching above its weight as a developing partner with strategy and consulting inputs, but not being rewarded. Its abilities were recognised by clients during projects but it found itself unable to convince prospects of its surplus during the dating stage. Change was needed but Srijan’s communication—explicit and implicit—remained focussed on simple executional capabilities (technical features, delivery time), resulting in being bracketed with eager, small-scale development companies, delivering low complexity development work.

To inspire confidence in its capabilities, and attract projects with strategy and consulting roles, we were to reposition the brand with a new identity and communication.

strategy

Conversations with stakeholders revealed that the quality of a tech service work product is driven by technical expertise but is intricately linked with delivery. Product success lies beyond code, it relies on invisibles like people’s behaviours, attitudes, and values. And, the challenge became to link Srijan’s outstanding human and technical properties to work outcomes that the client values.

brand

Drawing from Srijan’s shared work principles and values with design: agility, co-partnership, craftsmanship, iteration, exploration, questioning, and care—we branded its work style as the ‘the design way’, a set of principles reflected in its processes, people and interactions.

Coupled with a change in terminology, vividly linked with design: a tech studio, design workshops, designer leads, sketches, and the like. In communication, we led the programme with a three-layered plan—moving from technical assurance to exhibiting higher-order thinking. Achieved through communicating a perspective on the client’s problem, industry or product, and consequently signalling a transformative change for the business.

design

A fresh, colourful yet clear visual design coupled with a language that relentlessly stresses on business level benefits presents Srijan as an intelligent builder, designing work products. Clearly distancing it from its execution led competitors, without entering the space of pure consulting firms.

Minimal use of gestures, an economy of features dominate the Srijan visual style, drawing from principles of good engineering—modular, systematic, and ingenious. The colon becomes the primary element expressing modularity and continuity, played in multiple ways. A primary colour set of black and white conveys clarity, and strength, and a geometric typeface brings out its progressive, and modern pulse.

brand book

Apart from a visual rebrand, we also defined a new way for Srijan to interact with clients, and amongst each other, and a new message for the world.

The brand book captures the new behaviours needed to amble Srijan to be seen as a consultative expert. These rest on mindsets, attitudes and beliefs to internalise and enact.

The book is a training resource for HR, senior managers and new employees. It is also a marketing/communications/brand resource for agencies. It’s a 30 min read. Extreme simplicity is the aim. the points exhort Srijan people to see their work in the context of their client’s business; to discern the connections between the two; and articulate it for all to see. This is the essence of a consultative relationship.

Its messages are illustrated using the Srijan design language: an ultra-sparse vocabulary of bold circles and thin lines.

impact

Srijan’s new identity coupled with the brand book allows it to live its brand every day at work and build on it in the years ahead. It is a stimulus to change into a journey to being seen as a firm higher up the value chain, a position with clear financial consequences.