Risk modelling and analytics company CyberCube, showed off its rebrand at this year’s Rendez-Vous de Septembre (RVS), with a focus on distinctiveness and sustainability.
Yvette Essen, head of content, communications and creative at CyberCube, told Financial Promoter that rolling out the rebrand in Monte Carlo was the ideal opportunity to show clients how the company has evolved.
“Back in June we revealed CyberCube 2.0 which featured a new logo and an entirely new visual identity. For the first time we had 100 clients, but we still had the same visuals and websites that we had been using for 5 years,” she said.
“The rebrand reflects us moving past that startup phase and was an opportunity for us to reflect our new values with a new brand identity.”
As part of its rebrand, CyberCube wanted to immerse clients and prospective clients in the brand by making it more identifiable.
“As part of rebranding we wanted to make a more visually identifiable and more engaging brand, so to do this we focused on the ‘cube’ concept. We created physical cubes including light boxes and branded Rubik’s-style cubes which we bring with us to events such as Monte,” Essen said.
“This helps us to bring the brand to life and makes us more memorable, which at events such as these is crucial when you’re trying to stand out.”
As part of the brands’ ambitions to stand out at the conference, Essen explained the value of having quality content both physically and digitally.
“Content marketing is a lot more than just words. It’s videos, reports, research, thought leadership, webinars and so much more,” she said.
“To RVS we brought copies of our latest reports with our new branding to help facilitate conversations both about the brand but also our offering, which gives people something to take away.
“But ahead of the event we put a lot of time into our videos, webinars and research which prospective clients can access using the QR codes that we had on the cubes. That helped us to offer an immerse content and brand experience whilst still being sustainable.”
Essen explained that CyberCube wanted the rebrand to be engaging, but also to reflect the company’s values of sustainability.
She said: “As companies, we often talk about ESG, but at CyberCube we wanted to embody it. This started by running down our order of physical branding elements prior to the rebrand and then reusing what we already had such as our existing reports.”
Audrey Vanderoost, Growth Marketing Principal at CyberCube worked on the rebranding in partnership with BrandFormula.