Repositioning a print software provider as a consultancy-led brand

Ringdale had developed a strong reputation among enterprise organisations, particularly in sectors where security and compliance are critical. However, the brand still felt closely tied to traditional print management and did not fully reflect the wider strategic role the business now played for clients.

The existing identity lacked consistency and relied heavily on technical messaging. Much of the communication focused on products and functionality rather than explaining the wider operational and security challenges Ringdale helps organisations solve.

The wider market also felt visually repetitive. Many competitors relied on the same corporate technology language and similar claims around security, efficiency and innovation, making it difficult for brands to feel genuinely distinctive.

We began by reviewing the competitive landscape, analysing how technology and software providers within the sector positioned themselves visually and verbally.

Much of the category relied on predictable technology branding. Messaging often centred on functionality and technical specifications, while visual identities leaned heavily on abstract graphics, dark palettes and corporate clichés. Very few competitors communicated security and compliance in a way that felt both credible and accessible.

Through stakeholder conversations, it became clear that Ringdale’s value went beyond software implementation. Clients relied on the team for guidance around security, compliance and risk management, particularly in complex enterprise environments.

This created an opportunity to reposition Ringdale as a trusted specialist focused on risk reduction, security and operational confidence.

The repositioning focused on moving Ringdale away from conventional software branding and towards a more confident, specialist positioning built around trust, clarity and expertise.

A big part of the project was simplifying how Ringdale communicated its offer. The sector is full of overly technical messaging and generic corporate branding, so we focused on creating something clearer, more approachable and easier to navigate.

We developed a flexible brand system that could support both the master brand and sub-brands consistently across digital platforms, presentations, sales materials and marketing communications.

The new visual identity introduced a cleaner, more distinctive design system that helped differentiate Ringdale from competitors in the technology sector. Illustration and graphic elements were used to simplify technical concepts and create a more recognisable visual language across the brand.

Alongside the identity work, we developed detailed brand guidelines to improve consistency across communications and internal teams.

We also designed and built a fully responsive HubSpot website focused on improving usability, simplifying navigation and presenting Ringdale’s expertise more clearly to enterprise audiences.

The rebrand gave Ringdale a more joined-up identity across its website, marketing and sales materials. The business now presents itself in a way that better reflects the level of expertise behind its services, while helping it stand out from competitors that use the same visual and messaging conventions.

The new identity and website provide Ringdale with a more effective platform for communicating with enterprise clients, while giving the business a clearer and more modern presence across every customer touchpoint.