Dialect

For most small business owners, IT should simply work. Dialect, a nationwide chain of local business centres, had the people to make sure it does. The brand needed to say so.

The challenge

Small and medium-sized businesses rarely have an IT department of their own. They have a company to run and people to look after, so servers and backup routines come last. When something breaks, they want one number to call and a person who answers.

Dialect had grown from phones and subscriptions into a full IT partner with specialists in every region. Many customers still knew it for where it began. The offer had moved on. The way people saw Dialect had not.

The opportunity

What customers wanted was a translator: someone who turns licences and security updates into plain business sense. The answer was already in the name. A dialect is the language of people who know a place well. IT is full of them, and Dialect’s people speak them all.

Dialect is owned by the people who work in it, so the platform was shaped with them. The new vision was shown to the whole company before any customer saw it, and every employee had a say in the final direction. The brand launched with the organisation already standing behind it.

The result

Make IT work became the line that holds every centre together. One lock-up with changing endings lets each region speak to its own customers while the brand stays whole. Make IT simple. Make IT local. Make IT happen.

A circle for people and a square for technology meet in the D. Services come in clear tiers, so a business knows what it gets before the first meeting.