User research insights can inform a brand identity. Introducing Thales’ new combined channel partner programme.
After Thales acquired Gemalto, two separate existing channel partner programmes needed to be merged. Make it Clear (MiC) were asked to help create the name, visual identity and messaging to support the launch of a new Thales CPL channel partner programme.
To begin, we interviewed existing channel partners and internal stakeholders to gather feedback on their experience of partner programmes. We looked to uncover what aspects they value most, as well as those that are less important.
In addition, we discussed their goals, motivations and behaviours in relation to partner programmes in general, with the aim of uncovering insights on how Thales might increase engagement. After reviewing the competitor and market landscape, we reported the findings of all research activities to Thales, along with our recommendations.
After the research stage of this project, we used the insights to develop top-level messaging and iterate this with the client. Presenting two concepts of the new brand, we created assets that showed a few areas of implementation and demonstrated how the concepts would look and feel in action.
Long and short naming directions were presented to Thales and the name ‘Accelerate’ was chosen to communicate the intention of the programme – to help partners to ‘accelerate results’. Based on the chosen concept, we developed a full visual identity, including a brand mark and partner badges.
Following the completion of the visual identity, we created brand usage guidelines (shown above) to support implementation across numerous assets, both digital and physical. We have also started work on a video to promote and raise awareness of the new programme.