Circle approached Toward to redefine the brand positioning to establish itself in a new market, and add value—with the aim of being acquired within five years.
Challenging the typical 'IT company' format, we delivered an ambitious and animated brand that captures Circle's energy, ingenuity and drive.
Following the brand launch Circle was acquired by the Arrow Group.
‘IT’ is one of those acronyms that is hard not to read as ‘it’. Our solution to the problem was to remove the problem. We simplified the company name from Circle IT to Circle, avoiding confusion and strengthening the brand's visual language.
Circle's Bold Red Rebrand. We ditched the dull blues and muted tones of traditional IT companies and embraced a vibrant, future-friendly colour scheme. Say goodbye to purple and hello to eye-catching red, supported by a range of bright colours and plenty of white space.
2020 saw our usual brand reveals on a big screen with a room full of people swapped with small screens and a Zoom room full of people. We adapted and created a dynamic and energetic brand reveal video that showcased Circle's new look and feel in all its glory.
Breaking away from ‘IT’ clichés, we used the flexibility of the circle shape to create a bright and playful visual language. The abstract approach allowed more freedom to find creative ways to represent IT services and solutions, brought to life with motion.
Toward took time to understand our goals and desired outcomes and proposed a rebrand and website that surpassed any of our expectations.
To accompany the rebrand, We rebuilt their website from scratch. First, we restructured their content for maximum user-friendliness. Then, we created a streamlined, modular design system that makes it easy for Circle to create visually stunning pages on their own.
Even during unprecedented times, we managed to have some fun along the way and the whole business has been delighted with the end results.