Uncovering the true purpose of a European UCaaS brand

Gamma had grown rapidly, bringing together multiple businesses, products and teams across the UK and Europe. While the group shared a common focus on communication technology, there was no single strategic narrative connecting the wider organisation.

As the business expanded, the need for greater alignment became more apparent. Different parts of the group had their own histories, strengths and ways of talking about what they did. The challenge was to identify the idea at the centre of it all and create a brand strategy that could bring the organisation together.

Rather than starting with products or services, we set out to understand what people across the business believed Gamma stood for, where they saw the organisation heading, and what made it different from competitors.

We began with an extensive insight and discovery phase, examining Gamma’s business strategy, audience needs, competitive landscape, brand architecture and existing brand signals. This work provided a clear picture of how customers, employees and partners experienced the organisation, as well as where opportunities existed to create greater distinction within the category.

To ensure the strategy reflected the realities of the business, we designed and facilitated a series of workshops involving teams from across the UK and Europe. Leaders and employees from multiple locations contributed to the process, helping uncover the common beliefs, behaviours and ambitions that already existed within the organisation.

Across the workshops, participants returned to a range of topics, including customer service and culture, product development, and partnerships. Despite the variety of perspectives, there was a noticeable consistency in how people described the business.

Again and again, conversations returned to openness, simplicity, and helping people connect. Those themes became the foundation of the strategy and helped shape a direction that felt authentic to the organisation rather than imposed from the outside.

The resulting brand strategy centred on a simple but powerful idea: communication technology should empower people, not overwhelm them.

This thinking became the foundation for Gamma’s purpose:

“Empower people to transform business for good.”

The purpose was supported by a vision of creating a better-connected world where businesses can work smarter for the benefit of people, organisations and the planet.

At the heart of the strategy was a belief that simplicity creates better experiences. In a world where communication tools continue to multiply, Gamma would position itself as the provider that removes unnecessary complexity and helps organisations build more meaningful connections. This philosophy informed the brand’s mission to make communication more human and became a guiding principle across customer experience, product development, relationships and culture.

We also defined Gamma’s brand character through a blend of the Citizen and Explorer archetypes, combining warmth, honesty and inclusivity with ambition, innovation and a willingness to challenge convention.

The project delivered a complete brand compass that aligned purpose, vision, mission, positioning and personality into a single strategic framework for the entire organisation.

More importantly, it gave Gamma a shared language for decision-making and a clear narrative that could unite teams across multiple businesses and geographies.