A turbo-charged identity for a new IT solutions brand
When IT goes wrong, businesses grind to a halt — but Rapid IT gets on the case before it becomes a problem. Based in Boca Raton, Florida, the IT solutions provider works with small-to-medium businesses across the legal, healthcare, construction and education industries, offering outsourced support for anything from broken printers to server management and data security. As a new brand, they needed a full visual identity. We set to work.
Thinking
The clue’s in the name: Rapid IT work fast. Really fast. Their market research showed that more than anything else, business owners want their IT service provider to be responsive. So, if something goes wrong, they guarantee someone will be on the phone within 60 seconds, and on site within 60 minutes. And alongside their speedy USP, they wanted to come across as reliable and reassuring too.
Outcome
Rapid IT’s service stands out from the crowd. So does their new brand. We designed the distinctive logotype to exude speed, incorporating a cursor to hint at their services too. And you can’t miss the colour palette — we teamed an attention-grabbing bright yellow with shades of black and white to disrupt the blue tech industry norm.
In typography, iconography, and voice, there are more nods to Rapid IT’s USP. We chose typography with a Nascar feel, and developed a suite of super simple icons that’d make navigating the brand’s services quick and easy. Then, when it comes to the language, writer Mark Lawrence makes the copy both seriously snappy and reassuringly confident: ‘click, click, done.’
Finally, to make sure things didn’t get too fast and furious, we introduced a suite of illustrations by Josh Callaghan. They’re disarmingly playful and human, showing the team at work and their clients without a care in the world. In a sea of bland IT stock imagery, design tropes, and dry messaging, it’s just one more thing that makes the new brand unmissable.
“We are absolutely delighted with the both the experience and results of working with Lark. From initial brief to final delivery, they were the most professional, dynamic and fun design agency we have worked with. Communication throughout the entire process was flawless and they demonstrated a genuine commitment to getting underneath the skin of our brand and vision. From concept designs to idea development, deadlines were consistently met which helped us keep our re-brand project on track for a Summer launch. We couldn't be more pleased with the results and won't hesitate to recommend or use them again in the future.”
Harry Burton — Rapid IT
