Softchoice is one of North America’s leading technology solutions and services providers. While it is a leader in the field, the brand had not kept pace with the company and its culture. And the logo, while nostalgic, had grown tired.

We were engaged to develop a new brand – one that would position the organization not as something we wanted it to be, but as the very best version of itself. It was Softchoice’s existing brand purpose – “Unleashing the potential of people and technology” – that drove the brand-defining moment and led us to an important question: “what’s the potential?”

Read more here to learn how we helped Softchoice reach its full potential.