UNIT was tasked with rebranding generationE Technologies as an IT Process Automation Software company. With a strong history in IT consulting and managed services, it was crucial for generationE Technologies to make a large enough shift from their current brand while not alienating their current client base who would transition to the new business model.
UNIT conducted a comprehensive audit of the internal and external audience brand perceptions, a competitive review, and analysis of opportunities they would have as a software company to define a solid strategy for the rebrand. Through the research we learned a shortened version of the company name was commonly used amongst current employees and clients, leading to UNIT’s recommendation for the slight naming shift to gen-E. The identity introduces a visual of many blocks coming together to form a single arrow pointing forward to reinforce the message that gen-E’s software solutions keep your systems moving ahead. The greater than symbol created by the negative space between the type and graphic speak to the scalability of their software solutions.