We partnered with Backbone to transform their brand: from a connectivity-focused positioning to a complete MSP (Managed Security Services) offering. While Backbone had expanded into cybersecurity and AI consulting for fast-growing UK SMEs, their brand hadn’t evolved to reflect these new service areas or speak directly to their target market.
We developed a complete brand system through strategic workshops with senior leadership, competitor analysis, and stakeholder interviews. The result was a new brand built on four core values: strong foundation, collaboration, openness, and friendliness. This was backed by clear positioning for Finance Directors and IT leaders, signature visual identity, and a complete website rebuild. The brand now reflects both technical competence and approachable partnership.
→ Built a complete brand system
→ Launched the new brand identity on all channels
→ Aligned the entire senior leadership team on brand vision, positioning, and GTM strategy
- Brand Identity, Market positioning, UI/UX Design, Web Development
The Context
Founded in 2008 in London, Backbone is a Managed Security Service Provider (MSP) and strategic IT partner helping fast-growing UK SMEs simplify their infrastructure, unblock productivity, strengthen their cyber defenses, and deploy AI that sticks. The company serves Finance Directors and IT leaders who need reliable technology that works.
In the past two years, Backbone expanded into cybersecurity services (focused on the Microsoft suite) and AI consulting. But the brand hadn’t kept pace. The visual identity and positioning still reflected their original connectivity-focused offering, not the comprehensive MSP they had become.
When services outgrow the brand
The competitive landscape was already crowded in cybersecurity, but Backbone had identified an underserved segment that it could serve more effectively than larger competitors: fast-growing UK SMEs
The challenge was related to:
→ Updating the brand so it includes all service areas and evolving the public perception of the brand beyond the connectivity business
→ Developing a positioning that clearly addresses the new target market, with its specific needs
→ Making sure that all stakeholders are on board with the new brand strategy and are ready to communicate it to their clients
Aligning the vision before building the brand
First, we made sure the stakeholders were aligned on objectives and strategy. Working with a strategy consultant with over 30 years of experience, we conducted interviews with internal stakeholders (senior leadership) and external stakeholders (target and existing clients), reviewing SWOT analysis, values alignment, differentiators, and value added.
The findings formed the basis of a one-day on-site workshop with senior leadership to develop the new brand persona. Throughout the day, we set objectives, defined ideal clients, ran brand positioning exercises, and outlined execution steps.
This ensured the entire senior leadership shared the same vision for the new brand and set realistic expectations for the next phases. The team was already aligned, so conversations flowed easily.
In parallel, we ran a competitor audit to identify a market gap where Backbone would be best positioned.
Building the brand on foundation, collaboration, and clarity
Based on the workshop findings and the competitor analysis, we developed a new brand that reflected the values and desired positioning: a strong foundation, inspiring collaboration, openness, and friendliness.
This was then declined in the web design and rebranding of the entire marketing and sales suite materials:
The new website was launched on 18 November.
The project spanned over 15 weeks and included 5 people from the STOICA team – a PM/general marketer, a content marketer, 2 designers, 2 developers, and a strategy consultant, plus 2 key drivers from Backbone – CEO and CMO, with support along the process from the Sales Director, Finance Director, and Product Director.
Outcomes
Brand Strategy
Workshop-driven positioning built on four core values: strong foundation, collaboration, openness, and friendliness.
Visual Identity
New brand system structured around three service areas: Connect, Secure, and Grow.
Website
New website design and development.
Marketing Materials
Rebranding of the entire marketing and sales suite materials.
The new Backbone brand was built on four core values: a strong foundation, inspiring collaboration, openness, and friendliness. These values shaped everything from positioning to visual identity, creating a brand that reflects both technical competence and approachable partnership.
The brand was structured around three clear service areas: Connect, Secure, and Grow, making it immediately clear how Backbone supports SMEs across their technology journey.
