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When we launched Smart421, we needed to 'hit the ground running' - the Allegis guys
certainly saw to that…
Julian Harris, Chairman and CEO
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Creating a distinctive voice
When high-tech software consultancy Smart421 launched in mid-2000, the management team's first
priority was to rapidly establish the new company and its service propositions in the
marketplace. They turned to Allegis Associates to 'kick-start' the project.
Working within the management team, the first task was to establish the new company's 'voice' -
defining the company's brand character, launch marketing strategy, target audiences, customer
propositions, year one marketing plan and delivery mechanisms.
Using these as cues, the next task was to interpret them in a distinctive corporate identity - a
comprehensive suite of logo, graphic and colour-way treatments that were reflected throughout
Smart421: from the décor of the company's new headquarters building to its fax header sheet.
Central to the implementation of the customer approach was the creation of a website designed to
make the company highly visible and accessible to its customers.
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