The challenge
When Outsourcery launched in 2009, the cloud was still an unfamiliar concept to many. The business's original strategy ("Changing work for good") was designed to raise awareness of the cloud in general, and to inform potential clients of the positive returns cloud services could provide. However, by 2011, awareness and understanding of the cloud had soared, with the term becoming part of everyday tech vernacular. And with the launch of Apple's iCloud, use of cloud services only looks set to grow.

It was time for Outsourcery to adapt its brand positioning to reflect this change.

The thinking
While awareness of cloud services has grown, and businesses are increasingly convinced of the benefits those services can provide, few businesses possess the experience or expertise to make informed choices about which cloud solutions will best meet their needs. This is where Outsourcery comes in: as a group of experienced individuals, capable of delivering cloud solutions tailored to meet the specific requirements of different clients, Outsourcery is perfectly placed to meet the market need for a group of "cloud experts".

The outcome
Based on this insight, we repositioned Outsourcery as "The Cloud Experts". It's a bold claim - but one the brand can more than substantiate, thanks to the exceptional credentials of its people.

We wanted to create a communications campaign to support the relaunch and communicate the 'expert' idea. Our approach was to produce a series of illustrations with the cloud as the core element. Other elements work around the cloud to reinforce the messaging, creating an intelligent and iconic solution.
The illustrations were produced in collaboration with Noma Bar.