The Challenge
ITOC engaged CueBall to evolve its brand at a pivotal stage of growth. The business had built a strong reputation in cloud services, but lacked a distinctive identity that captured what made its approach different. There was one important constraint: the existing logo had to stay. Rather than starting over, we needed to uncover a stronger idea that could transform the existing identity into something meaningful, recognisable and built to scale.
ITOC engaged CueBall to evolve its brand at a pivotal stage of growth. The business had built a strong reputation in cloud services, but lacked a distinctive identity that captured what made its approach different. There was one important constraint: the existing logo had to stay. Rather than starting over, we needed to uncover a stronger idea that could transform the existing identity into something meaningful, recognisable and built to scale.
CLIENT
ITOC
YEAR
2022
SERVICES
Brand Strategy Brand Identity
ROLE
Brand Identity
The Approach
Through workshops with the ITOC team, one unexpected idea kept surfacing: intimacy. Unlike traditional technology providers, ITOC embeds specialists within its clients’ businesses, becoming a trusted extension of their teams. We turned that human connection into the foundation of the brand. Inspired by the circular forms of the existing logo, we created a dynamic brush stroke that could flex, flow and connect across every touchpoint — bringing warmth and personality to an otherwise technical category. The result: a human-centred identity that helped ITOC stand apart without leaving its existing brand behind.
Through workshops with the ITOC team, one unexpected idea kept surfacing: intimacy. Unlike traditional technology providers, ITOC embeds specialists within its clients’ businesses, becoming a trusted extension of their teams. We turned that human connection into the foundation of the brand. Inspired by the circular forms of the existing logo, we created a dynamic brush stroke that could flex, flow and connect across every touchpoint — bringing warmth and personality to an otherwise technical category. The result: a human-centred identity that helped ITOC stand apart without leaving its existing brand behind.
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