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Branding
Neoria, a specialised player in data centre infrastructure, found itself at a turning point. There was an internal need to evaluate the way they wanted to present themselves to their clients and the broader market. While the company had been evolving throughout the years, their external image hadn’t kept up. Their website felt outdated, and their message no longer reflected their services or vision. Moreover, their previous positioning as a ‘hyperconverged’ player had lost some of its relevance.
In other words: the team recognised that their messaging, online presence and go-to-market narrative needed a complete rethink.
Rather than applying a surface-level brand refresh, we proposed a collaborative strategic trajectory that started with the fundamentals: story, audience and structure. By conducting in-depth persona workshops and engaging the Neoria team in every step of the process, the idea was to rebuild the brand from the inside out.
It wasn’t just about enticing visuals or strong copy, though, but rather about holding up a mirror to the organisation, possibly realigning their teams internally, and creating a message that felt authentic to who they are now, and who they want to be. Neoria had to be found online as a trustworthy data centre infrastructure partner via solid SEO & SEA, and we were going to help make that happen.
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The project kicked off with a strategy workshop to identify key personas, industry segments and Neoria’s particular pain points. It helped us uncover the disconnect between how Neoria perceived itself internally, and how it was seen externally. Based on that discord, we decided to build a new messaging framework and brand narrative. We followed it up with a content strategy and copywriting that weaves the technical and commercial layers together. The new copy is strategically tailored for both clarity and searchability, for instance through SEO optimisations and SEA campaigns that boost Neoria’s visibility as experts on IT and data centre infrastructure.
We worked on a design concept with fresh and clear colour schemes, typography and tone of voice. The final result? A sleek and mature website that reflects both the company’s technical expertise and its evolving market position.
Throughout the process, we consciously kept the focus on co-creation. Neoria’s team remained actively involved, and their frequent feedback helped shape the outcome at every stage. In addition to the website, we have supported Neoria with sales materials as well, such as a renewed sales deck, and content strategies tailored to specific vendor partnerships (with IBM, for instance).
The team at Neoria is currently working together to better structure their outreach efforts, in order to get the right people around the table, to refresh reference cases, and align sales efforts with the brand’s new narrative.
Our collaboration therefore continues (supporting both Neoria and several of their vendors, by the way) with new assets afoot, such as animation videos, search campaigns and regular check-ins to keep building on the momentum.
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