2050 London Develops Rebrand for Technology Consultancy Daemon

Daemon the global tech consultancy, has spent a year working with 2050 London transforming their brand inside and out so that the offering is built for global growth over the coming years. 

Daemon challenged 2050 to reposition their brand, redefine their offering and develop a highly distinctive brand identity, so that they could rise above the pack and be seen as the No.1 challenger ready to take on the likes of Accenture and Deloitte. 

These bigger, richer, better-known competitors outspend them in marketing.​ So to get noticed, Daemon needed to stand out, be distinctive and punch above their weight. Vs. the better-known competitors who are seen as the safe, ‘default’ option.

The new active brand idea ‘movements powers digital transformation’ aims to do this by engaging CEOs, CTOS and CIOS looking for an energising partner with a focus on accelerating business change outcomes, rather than simply delivering slick IT systems integration. The brand idea is built out from Daemon’s unique and special culture. A team culture that actively nurtures huge amounts of positivity, energy and commitment to deliver - that sees the value in putting teams of people first. For if teams of people are fully empowered, and are energised to work as one, not only will their client’s see the full effects of digital transformation realised, there’s also a big step up in productivity across the organisation.

The rebrand affected every touch point internally and externally capturing the energy of movements. Bernardo Henning, who has worked with the likes of Facebook and Nike, was commissioned to develop the brand world identity. Multi-colour bursts and an energy swoosh interact with illustrations of people to convey the positive empowerment and unifying force of the brand. 

2050 helped define the new value propositions and the brand narrative. As well as ensure a 360 toolkit of creative assets was applied overtime including: the new logo and icon, internal documents, presentations, animated brand films, posters, digital banners, social posts, direction of Instagram presence, a new website (design + copy), branded merchandise and office interior dressage ideas set up the brand and energised the entire organisation. 

Calum Fitzgerald, founder of Daemon said, ‘The pace of change for digital transformation has been accelerating the last few years. Technologies and tools may change, but the one eternal truth is that it’s people, teams of people that make it happen. When people are unified around a vision, empowered practically, and have a real collective spirit, a movement can power transformation. Daemonites and all our partners will bring this to deliver the outcomes our clients need. From the moment 2050 London began their pitch we knew they were the right people to help us, their positively bonkers energy was infectious. We are delighted with the idea and results. If you want to change the world, and yourselves, these are the folk for you.’ 

Adam Morrison, founder of 2050 London said, ‘great brands often need great founders with soaring creative ambition and energy, so it was very cool to work with Cal & Steve on this, as well as of course Alan & Helette, to create an inspiring and high energy challenger brand in the market place. I think I’m probably a Daemonite for life after this!’’