We re-positioned rackspace from being the #1 Managed Cloud Service Provider, to follow a clear North Star: rackspace is here to enable clients to achieve greatness. With this positioning, we wanted rackspace’s tone to be more approachable and friendly, all while demonstrating their knowledge and expertise through their customers’ success stories.
After establishing these new brand guidelines, we continued to work closely with the internal team at rackspace to ensure all brand communications, both internal and external, followed the new tone and voice.