Want a global rebrand? Likewize™

  • Simon Manchipp
  • Rich Rhodes
  • Karina Stolf

SomeOne worked with the senior leadership team and engaged with hundreds of staff at Brightstar to develop a new brand strategy, messaging, the new globally registered brand name and a radical supporting new visual and verbal identity — applied at launch to thousands of items, physical locations and digital platforms. The new visual design work comprises of entirely new colour systems, photography, bespoke typography, iconography and signature graphic assets in both static and animated forms.

Technology has fundamentally changed the way we live, work, and interact with one another to the extent that reliance on devices has never been greater.

Today, people cannot function productively or live happily without their personal tech – even the slightest interruption can cause significant disruption.

Likewize’s mission is to offer the most comprehensive protection against any technology disruption. Whether a device is lost, stolen, damaged, malfunctioning, in need of an upgrade or the user does not know how to do something, Likewize provides a solution.

“At its core, the company was founded to identify ways of giving people easy access to technology,” said Rod Millar, Likewize CEO.

“Since then, we have continually expanded our capabilities to solve the evolving problems of the technology industry. Over the past decade we have undergone a fundamental transformation journey, from a distributor to a tech protection and support company.”

“Due to the company changing fundamentally, we knew it was necessary to change the brand to accurately reflect this profound shift. Likewize offers a much stronger sense of our identity and what we want to accomplish. I’ve felt w

The new visual brand deploys a living grid that is designed to hold, amplify and brand messaging across the entire suite of communications. The dots also animate to come alive in digital applications — moving Likewize further away from the proliferation of static and predictable brands in the sector.e have been the industry’s best kept secret and now that is all about to change.”

This work sets the organisation apart from any competitor, confidently establishing Likewize as the leading brand of choice in the sector. Working on a global footing often leads brands to adopt a bland path of least resistance — the team here have bucked this trend with a new name, visual and verbal BrandWorld that refuses to go unnoticed.

SomeOne touched every aspect of the project, even down to designing and producing bespoke branded uniform, printed merchandise and VIP gifts so that Likewize staff and clients have a memorable onboarding and welcome to the new brand.

Over 250 million requests are handled every year. That’s around 68,500 a day across insurance, warranty, repairs, trade-ins, recycling and premium tech support.

Over recent years as the importance of technology has grown in our daily lives, so too has the importance of keeping people connected and this is our singular focus each and every day. We got to the point where we were misunderstood. Many people did not realise the value we bring, why we exist, the breadth of what we do, or the advanced technology we are using to enable us to be uniquely better than anyone else. Perception of us lagged behind reality and we recognised the need to make people reassess who we are and what we do.” Rod Millar, CEO, Likewize.

I loved the process and how enjoyable it was working with SomeOne – it was always fun. I am tremendously proud of having been part of the journey. You should have seen the reaction of our Top 200 managers when I shared the work with them. One senior manager with 20+ years experience summed it up by saying, 'I have never seen a better presentation than that, in all my career, It was fantastic.' Jeremy Dale, CMO, Likewize