Liveware  |  Brand Identity Design

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Founded as a Business Process Outsourcing (BPO) firm, Liveware’s services have since evolved to include business growth consulting and implementation. We were approached to assist with their repositioning in market through a new brand strategy, as well as a refreshed visual and verbal identity.

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A brand evolution provided the opportunity to broaden the focus from pure offshore call centre services and ‘task offloading’ towards enhancement. We devised a brand idea, “Together it works” – which speaks to the growth value that comes about from bringing together the right people, process and technology. We expressed the brand proposition as ‘enhanced people centric business solutions’.

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In the transition from BPO to consulting, Liveware’s tone of voice and language required a shift. The brand pivoted from ‘sales-speak’ to communication that’s bolder and to the point – driving credibility and expertise. Leveraging the thought ‘because business growth doesn’t just happen’ as a springboard, we created messaging, and new articulations of their services and offerings.

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With a brand personality defined as the warrior, we aimed to break new ground and make a bold and dynamic impact. Inspired by the philosophy of yin and yang—where there is no light without dark—we sought to create a sense of balance visually. By exploring contrasts, we observed how opposites can interact through design, and discovered that together, it just works.

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Using colours that wouldn’t typically be combined, we produced a striking palette of red and blue. The resulting design is versatile, able to stand alone or complement the Liveware symbol. By blending upper- and lower-case letters we created a synergy between technical precision and approachability.

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Brand Strategy & Website Build, Uberbrand