Five Nines
Listening, Understanding, Delivering

The Relationship

Five Nines has been a cornerstone of IT support in the community, and our relationship dates back to 2007, when we were just starting out. Over the years, we worked on numerous creative projects together, developing out-of-the-box ideas that showcased their innovative spirit. But what stands out most in our collaboration is the branding project that came to life in 2015—a project that underscores the power of listening and truly understanding a client’s vision.

The Challenge or Opportunity

Despite being an established name in IT, Five Nines struggled to find a brand identity that resonated with their mission and values. After years of attempts and countless revisions from various designers, they still hadn’t landed on a logo that captured their essence. The challenge was clear: craft a brand that visually represented their tagline, Solve, Secure, Advance, and conveyed their reliability, forward-thinking, and strength in the IT space.

The Work/Process

The turning point came when I sat down with their then-CEO and truly listened. Beyond the visuals and concepts, it was about understanding the soul of their company—what made them unique and what their tagline represented. The process involved:
•Breaking down their tagline into its core elements—Solve, Secure, Advance—and finding a design that encapsulated those ideas.
•Refining countless logo iterations to ensure every detail aligned with their mission and vision.
•Working collaboratively to merge boldness and simplicity into an iconic representation of their identity.
Ultimately, the result was a brand that finally felt right—a visual identity that symbolized their innovative approach to IT support and solidified their standing in the community.
 

The Results

The new brand became the face of Five Nines, providing them with a cohesive identity that resonated with their clients and employees alike. The logo served as a foundation for future creative endeavors, including conceptual billboards that elevated their presence and reinforced their iconic brand. What began as a search for a logo turned into a transformative moment for Five Nines, aligning their visual identity with their vision and values.

The Takeaway

This case study reflects the heart of my approach: it’s not just about creating; it’s about connecting. By listening intently and understanding what mattered most to Five Nines, I was able to deliver a brand that stood the test of time. It’s a reminder that sometimes, the solution lies not in more ideas, but in hearing what’s already being said. With Five Nines, we didn’t just solve a design challenge; we advanced their story.

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