RoamingExpert appointed Smith to lead its rebrand to reflect the company’s evolution into a leading global connectivity and IT solutions provider. We were excited to be involved in this transformational phase and create a new name and brand that would future-proof the business and celebrate their continued success and growth.
The Challenge
Formed over 10 years ago, RoamingExpert is a global mobile specialist, serving sectors such as construction, manufacturing, retail, motorsport and yachting. Recognising that no two customer requirements are the same, they craft tailored mobile solutions to fit the unique needs of each business. The company had three brands – Roaming Expert, Roaming Expert Yachts and Roaming Expert Racing.
RoamingExpert tasked Smith to create a cohesive new name and brand that unified their different divisions and reflected the evolution and diversification of the business.
Since its inception, RoamingExpert has disrupted industry norms by placing customer needs at the core of its values. The new name and brand identity needed to reflect these customer-centric values, as well as the expansion of their services and their reputation for being experts in connectivity and communications.
The Solution
The full rebrand involved creating a new company name, brand, and website, as well as supporting ongoing marketing communications.
With a strong vision to be the connectivity partner of choice for its clients, globally, we had to create a name and brand that encompassed all three aspects of the company’s growing portfolio of services – mobile, connectivity and IT.
We undertook interviews with the team to understand the varying needs of clients in the different sectors. For example the needs of UK businesses differed greatly to those in the yachting sector but both maintained the thread of offering flexible, scalable solutions with best-in-class customer service and technical expertise.
We collaborated with the team to create the name CoByEx, which stands for Connected by Experts, built around the concept that they are more than just a telecoms company – they are a connection company. The new brand and name reflected their aspiration to provide global connectivity solutions with a personal touch.
The Result
We’re excited to share the launch of the new brand and website which is now live. Check out the new website here: https://cobyex.com/