A successful IT service provider wanted to find a way of making itself stand out from its rivals in this competitive field.

During discussions with their Managing Director, it became clear that there were four core values – Honesty, Service Knowledge and Speed – that defined their relationships with clients. But, in addition, the fact that the service personnel sent to client offices were not techno-geeks without manners was distilled to the brand strap: humans not robots.

Across all media, fun robot characters define the IT industry standard attitude, while the FITE robot sports the Highway Code standard No! graphic. Together, the core values drive FITE's service behaviour, whilst marketing media, such as brochures, website and exhibitions, sport the visual short-hand of the brand.