Building a high-performing brand identity for an expert IT Consultancy

The firm provides strategic advice to many of the world's leading companies, including Microsoft, Marks & Spencer and Xerox, delivering mission-critical IT transformation programmes.

Operating behind the scenes in a b2b space, DMW is a classic hidden brand. Traditionally new business has mostly come by way of referral. Clearly they had built a reputation not a brand.

As DMW prepared to celebrate 25 years, a clear strategy for the future took shape. With international growth ambitions, brand is firmly on the agenda as the firm seeks to win new clients and recruit additional consultants.

The search for an agency partner was led by a clear requirement for an improved website. As a high end IT consulting business working on ambitious and transformational IT programmes, DMW’s own website was starting to let them down.

rbl were selected after DMW met with a number of shortlisted agencies. Before we started on creating a new, responsive website architecture, we persuaded the Board to invest in some primary research to better understand the brand’s strengths and weaknesses. We conducted a wide range of 1:1 interviews with clients and consultants.

The Current State Audit that rbl delivered really focused the Board and the Leadership Team on those areas of the business and the brand that needed some attention. The challenge of delivering consultancy advice like this to a team of expert consultants was not lost on us!

The interviews rbl conducted led to the essential insight that has shaped the brand solution. We asked the Chief Executive, Chris Dean what were the critical lessons he had learnt after hundreds of large scale consulting engagements across different sectors. He was crystal clear in his response: success or failure is almost never down to the technology deployed but invariably down to the people involved in the project and how well they work together and so this is where DMW puts in the effort.

Real proof of DMW’s focus on people came when the firm was selected as best small company to work for the in the Great Place to Work 2014 survey.

As part of our work we refreshed DMW’s identity with a bold new yellow palette. Being mad cyclists, DMW like yellow! New photography has enabled us to give people a clearer impression of what it is like to work with and for DMW.

The new website is a custom theme built on the WordPress platform and is fully responsive. rbl’s in-house team shot and edited all the films that are used throughout the site too.

DMW were expecting a great website from rbl. But perhaps the real value of what we delivered for them is a very clear differentiation that sets them apart from their competition and provides a focus to their whole firm.

“Consulting for consultants is never easy, but Rebecca and her team have done a fantastic job understanding our business and articulating it in a highly personal website that captures the true essence of the firm. “

Derek Moore, Client Services Director, DMW Group

Results following launch of the website project…

Measured over a 5-month period following launch, against the same time period from the previous year.