Bath-based brand consultancy Mr B & Friends has completed a repositioning and rebranding programme for Azzurri Communications, the £100m technology, communications and managed services company.
The agency executed a brand positioning and corporate identity strategy under the unifying brand proposition ‘Beyond expectation’ that engages Azzurri’s internal and external audiences. 
It also created a new visual and verbal style that will be applied to interiors, website, social media channels and all external and internal communications.
Walsall-based Azzurri is widely acknowledged as experts for unified communications and technology for the enterprise market, connecting organisations with their people, customers, suppliers and data, in the office, on the move and in the cloud.
Mr B & Friends founder and CEO Simon Barbato said: “Azzurri’s market is changing rapidly. Consolidation of providers is driving competitiveness and there is a danger of compromising a premium positioning by commoditising products and services. Azzurri recognised the need to restate their position and to re articulate the quality, pedigree and capability of the business.
“Our three-year brand strategy roadmap provided the blueprint for this dynamic organisation. The new brand strategy paved the way to create a new identity that reflects an organisation that is fresh, lean and accomplished with ambitions to become the ‘go to’ communications and technology partner for both business and the public sector.”
Mr B & Friends had worked with Azzurri CEO Chris Jagusz previously and Simon Barbato said together they had been able to create “something really special that personifies Azzurri and will help take it forward during this important period in its history”.
Designed by the agency’s creatives Sheena Mistry and Steve Richardson, the visual language of the brand also features bespoke illustrations by Mauco Sosa, a Madrid-based art director and illustrator.
These illustrations create an unexpected, unique world which highlight the benefits of working with Azzurri, while linking to the brand strategy. The implementation of the new brand was carried out by Azzurri’s in-house marketing team.
Mr B & Friends executive creative director Steve Richardson added: “We felt Mauco’s illustrative worlds were perfect for the brand, and are thrilled the client team were on board with this brave style.
“The combination of bold colour, imagery and tone of voice reflects the unique abilities of this dynamic company, which is famed for its customer service. We have created a brand that not only unifies Azzurri as a company, but is also unexpected and new in its space.”
