Over the past three years, Total Webhosting Solutions (TWS) has risen to prominence as a leading European web hosting company, experiencing remarkable growth. This rapid expansion, driven by acquisitions, presented a critical challenge: the existing brand no longer aligned with TWS's expanded organization and increasingly ambitious vision. As a result, employees lacked a connection to the brand, and recruiting top talent became more challenging.
I led the team at Your Majesty in creating TWS's new brand strategy, how it looks, and how it appeals to potential employees.
From workshops and interviews with managers and employees, it became clear to us that the TWS teams align around a firm belief in unlocking new value for their customers. Additionally, TWS's technical prowess also gives them the ability to make these new possibilities possible. These two insights were then merged into a single brand positioning:
Subsequently, TWS is renamed to Your.Online. The new name connotes the endless possibilities that Your.Online puts at the disposal of its customers and teams. This move takes the brand from its overtly technical category into the aspirational arena.
Our strategic learnings show that the new identity must embody the relationship between Your.Online and its subsidiaries, positioning Your.Online as the ground for their teams and customers to scale online ambitions globally.
Using the visual metaphor of a blueprint, the identity tells the story of how Your.Online weaves together the webs of online while providing guidance. The identity is driven by a coaching nature: softly assertive, precisely directive, and always outspoken.
After the rebrand, Your.Online closed an important merger with Gandi—one of the largest digital solution providers in France. Given the new scale and positioning, Your.Online's M&A pipeline increased by 20%.
Two merger candidates who declined their offer in the past came around to Your.Online, citing their new branding as one of the main reasons for their change of mind. Your.Online's job applications increased by 120% and employees around Europe proudly unite around their newly articulated employer brand: Yours to Buid.
"I’ve had the privilege of working with Viet during our brand refresh. And a pleasure it was. He proved to be a master in storytelling, translating this creatively and running a smooth process. He managed to spark our thinking, and was great in converging a large creative solutions space to a couple of tangible and concrete possible outcomes. Looking for smooth ride during a creative process with story and visuals? Get Viet on your team!"
Your.Online, Business Development Manager