Case Study: Backbone builds a stronger MSP brand with STOICA

Backbone launches a new brand in 15 weeks with STOICA

The customer Backbone, a UK-based managed security service provider, faced the challenge of an outdated brand that no longer reflected its expansion into cybersecurity and AI consulting for SMEs. Their original connectivity-focused identity failed to communicate their full suite of services or resonate with their target market of Finance Directors and IT leaders. STOICA was engaged to lead a comprehensive rebranding initiative.

STOICA implemented a complete rebranding solution through strategic workshops, stakeholder interviews, and competitor analysis. This resulted in a new brand system built on core values of strong foundation, collaboration, openness, and friendliness, which was expressed through a new visual identity, a rebuilt website, and updated marketing materials. The solution successfully aligned Backbone's brand with its expanded service offerings and positioned it effectively within the competitive MSP market.

Backbone