MaxContact

Creating a brand worthy of MaxContact’s ambitions

Creating a brand worthy of MaxContact’s ambitions

MaxContact is a UK-based customer engagement software supplier and one of the fastest growing contact centre specialists in the UK.

After a busy phase including a management buy-out and a rapid growth spurt, it had become clear that the MaxContact branding and website were no longer aligned with its value-driven culture or the challenger brand market position it naturally occupies.

MaxContact came to ifour following some internal work around their values, keen to evolve the brand. They wanted to refine their nascent brand strategy, vision and values and overhaul the website for a more nimble, user-friendly online space, to highlight the steady stream of new features and functionality developed for their platform. Most of all, the MaxContact team wanted an identity that reflected the enormous ambition they have for the company, its customers and the sector as a whole.

KEY SERVICES:

– Brand strategy

– Branding

– Website

– Video & Animation

The Challenge

A website to reflect the evolution

As a critical tool in their funnel, MaxContact needed its website to provide the richest possible experience to prospects coming onto the site, and ensure easy navigation and an intuitive journey for every user. In a crowded market, full of larger global players, it was essential that MaxContact stood out and energetically conveyed its people-centric, values-based message. The site also needed to underscore the company’s repositioning as an omnichannel customer engagement tool, rather than the outbound dialler functionality for which MaxContact had previously been known.

The Approach

Ensuring alignment and understanding

The MaxContact team had already invested a significant amount of time and energy exploring its values. We quickly understood that this was the beating heart of the project. Accurately capturing and communicating the genuine passion and belief the team held about the power of its software and customer service to improve the lives of all contact centre stakeholders soon became the most meaningful measure of success for the whole endeavour. We started with a series of surveys and workshops, covering the brand’s values, purpose and website requirements to uncover the project team’s thoughts and the functional requirement of both the brand and website. We created touchpoints throughout the process for the wider MaxContact team, not directly involved in the project to gather input and keep them up to date with progress. This helped instil a sense of ownership in the new MaxContact brand identity and all that it stood for.

The solution

Infusing the values for a stunning brand and website

Injecting the defined values into every element for a tone of voice, visuals and website UX that’s pure MaxContact.

Copywriting the full content for the website expanded the tone of voice to be approachable yet expert. Creating a brand palette shows off the dynamic, innovative approach to technology and down-to-earth, premium service for platform users. Expanding the brand across assets, including brochures, product animations, social headers and a brand book for internal communications helped bed down the new brand for all team members and create a cohesive brand experience. The in-depth content and user-friendly UX on the website are the embodiment of their tone of voice, helpful experts, whilst a brand new backend and mobile-first design mean the website exceeds expectations for Google’s rankings.

“

It was great to work with ifour on our rebrand and website. The team helped us to reveal and define our purpose 'Communications Evolved', and delivered a high-quality brand that now reflects our personality and values across all our assets.

Kayleigh Tait, Head of Marketing, MaxContact