The Insight

Ant Marketing, a multi-channel contact centre, approached us with a branding challenge. Despite working with top-tier companies like The Times, Britvic, and JD Sports, this wasn’t reflected in their external communications. Their image didn’t match their capabilities, leading to a perception issue.

With over 1,200 employees and partnerships with some of the world’s biggest brands, Ant had grown through word-of-mouth. Yet, their outdated website failed to showcase their expertise in helping clients build strong customer connections—creating a barrier to their continued success.

The Challenge

To kick off the project, we conducted in-depth research with Ant’s senior management and team members to identify what set them apart.

We discovered that while Ant heavily leaned into their name with animated ants in their branding, this didn’t convey credibility. Our recommendation was to eliminate the animated theme and unify their branding under the shortened name “Ant.”

Our research revealed that Ant excelled at delivering results by blending human connections with advanced technology. This insight inspired a refined, premium brand identity, which we then rolled out across their new website and core marketing materials.

Work delivered by our Leeds branding agency.