Companies change sometimes in big ways. And if you're not innovating and changing you're falling behind. UCN started out as Buyers United, a reseller of long-distance services, which became United Carrier Networks, which became UCN. That's when we met them. We were engaged to help with yet another change. The company had become something quite different. Long-distance telephone services today are just another commodity. UCN, recognizing the need to innovate, has developed a new product approach that delivers software for call centers over the Internet. The application delivery model, known as "Software as a Service", provides significant scalability and deployment options compared to typical on-site call center software/hardware.
We used our Perception Branding 5d Process to determine the brand strategy and then used the strategy to inform the execution of a new identity and name change.