Leaseweb new corporate story, purpose and brand identity.

Services by BR-ND People: Strategy (purpose, positioning); Expression (design); Culture (values, behavior)

Background

LeaseWeb is an international hybrid cloud provider offering customers on-demand, world-class hosting solutions, with subsidiaries in Europe, USA and Asia. Since 1997, LeaseWeb has been supporting businesses across the industry spectrum, including some of the largest, most-respected enterprises in the world.

Challenge

To continue its rapid growth path on all continents and to compete with established brands such as Google, Amazon and Microsoft, LeaseWeb has been professionalizing every aspect of its business. Next to significant investments in infrastructure, technology and geographic expansion, the company is making the creation of a unique common brand culture a priority. 

Process

Through a collective process by means of the BR-ND Insider and Outsider, involving all employees in the Netherlands, Germany, the USA and Singapore, we surveyed the existing and future brand image and organisation identity. In a series of BR-ND Kitchens in Manassas USA, Amsterdam and Frankfurt, we identified the foundation for the corporate purpose, strategic pillars of the identity and values for the brand. Through various interventions, involving many employees by training a large group of brand ambassadors to directly engage their co-workers, we have been supporting LeaseWeb with internalisation, engagement and activation of a branded culture.

Results

As BR-ND People's work at LeaseWeb started end of 2016. By the end of 2017, we overhauled the integral brand identity, including the visual style. With the documentation of the new brand story and purpose statement, culture manifesto and values, we supported the creation and activation of a purpose-driven culture. We happily took a step back once an internal ‘Culture Club’ was installed, cultivating the fresh cultural starting points.