We get IT, 24 hours a day

Span is an IT company specialized in providing advanced technological solutions, has introduced a new brand strategy, visual identity and communication strategy, aiming to demonstrate readiness to adapt to modern challenges. This step marks an important milestone in the development of the company, which has been active on the market for over 30 years, further emphasizing their commitment to customers and market relevance.

Span’s rebranding was carried out in response to market needs and internal ambitions for further growth and internationalization. The decision to redefine its visual identity, slogan, and overall communication architecture was not just aesthetic, but deeply strategic – focused on strengthening Span’s market position as a multi-specialist with an emphasis on three strategic areas: Cybersecurity, Cloud, and AI.

Market Environment and Trend Analysis

The IT sector is characterized by pronounced dynamism, accelerated digital transformation and the growing importance of trust, security, and speed of solution implementation. Key customers (CIO, CTO, CISO) are increasingly involved in shaping business strategies and expect their IT partners to integrate innovation, provide proactive support, and ensure transparency.

Based on management workshops, three dominant customer tensions were identified:

• Security: the need for reliable, futureproof solutions
• Speed: the expectation of quick response and adaptability
• Competitiveness: the demand for relevant, advanced, and cost-effective solutions

Brand Positioning

As mentioned earlier, Span positions itself as a “multi-specialist,” with a focus on expertise in three strategic areas (Cloud, Cybersecurity, AI). Differentiation is based on a combination of technical excellence and the human factor, meaning authentic care for the customer.

Brand Strategy

Span’s brand architecture rests on three pillars of value:

• Ahead of Time: continuous research of innovations and anticipation of trends to improve clients’ IT assets.
• Care: absolute dedication to all target groups (clients, suppliers, employees, partners, society as a whole), expressed through expertise, responsibility, and a sense of duty.
• Honesty and Transparency: open, clear, and consistent communication that builds long-term trust.

Attributes that derive from these values include expertise, competence, adaptability, and humanity.

Brand Promise and Manifesto

The brand promise is articulated through the slogan “We get IT!”, conveying the message that Span understands the challenges of the digital age and has the capacity to respond to them quickly and reliably. The brand manifesto emphasizes partnership, integrity, and proactivity—Span is the partner that enables clients to operate steadily without compromising between security, speed, and competitiveness.

Visual Identity

The new visual identity was developed to reflect the brand’s strategic directions and ensure consistency across all touchpoints. A key element is the Priority Star – a dynamic infographic that, in real time, displays support requests and security alerts, symbolizing Span’s 24/7 presence and operational agility. The visual identity is complemented by a new logo, modernized typography, and a color palette symbolizing technological sophistication and openness.

Communication Strategy

Strategic Communication Goals

• Consistency: implementation of unified visual and verbal standards across all communication channels
• Differentiation: clearly communicate specialist expertise and the human factor as main differences compared to the competition
• Increased Recognition: ensure target groups perceive Span as a leader in Cloud, Cybersecurity, and AI domains
• Building Trust: through transparent, honest, and educational communication, build long-term relationships with clients and partners

Key Messages and Hierarchy of Meaning

The communication strategy is structured across three levels:

• Top-line messages: addressing fundamental customer tensions – “With Span you don’t have to choose between security, speed, and competitiveness.”
• Sub-line messages: emphasizing team expertise, experience (30+ years, 850+ experts), the number of successfully resolved incidents (1,000,000+), and global client references.
• Detailed argumentation: technical service specifications, best practice implementation examples, case studies, and RTBs (reasons to believe).

Channels and Tools

• Internal communication: educating employees about the new brand architecture and communication standards
• External communication: website, social media, PR, B2B presentations, professional events, whitepapers
• Visual consistency: applying the new identity across all materials, from the website to sales documentation

Expected Outcomes and KPIs

• Increase brand awareness in target segments (measured through tracking studies and share of voice)
• Growth in brand preference among enterprise clients (NPS, consideration rate)
• Improvement in perceived differentiation compared to competitors (brand tracking)
• Consistency of visual and verbal communication (audit of all touchpoints, internal evaluation)

Span’s strategic approach to rebranding is based on an in-depth analysis of market needs, a clear definition of differentiating elements, and the implementation of an integrated communication architecture. This approach enables sustainable strengthening of market position, increased customer loyalty, and the creation of long-term value for all stakeholders.