Alfa Systems Rebrand
Corporate Branding, Digital Design
The brief was to design and build a new, bold brand and website that would suit CHP Consulting's (now Alfa) position as market leader in the asset finance software industry. At the heart of the project was a shift of focus towards a product led strategy, rather than a consultancy offering, hence the rebrand as Alfa.
The brief and the future progression of the brand required a website that wouldn’t alienate their existing clients, nor feel too attached to their existing brand. It was key that Alfa was recognised as a successful and established company, with a market-leading product and a strong careers hub for talented graduates worldwide.
The concept was to build a brand and digital presence that uses a philosophy of Alfa’s three key areas of ‘company’, ‘product’, and ‘careers’, allowing each target user to be channeled into a particular area that is important to them.
Building upon Alfa's existing brand colour of blue, a new colour spectrum was created. Three shades of blue was used to clearly signpost and give a unique identity to the areas of the site and brand. The navigation cleverly expands and contracts to indicate the user’s location on the website. This unique approach allows the user to learn about Alfa in three distinct verticals and appeal to each type of user that may visit the site.
Alfa has reported a marked positive reception in the industry. Website traffic has increased in terms of both numbers and duration. Prospects and potential recruits are engaging more with the company, not only through the site but also on social media.
Website has been shortlisted in the 2017 Creative Pool Annual Awards. This project was completed as the design team at Alfa with digital work by Brand42. [Harry Fox Digital Design Lead]