Delaware are a global brand that delivers advanced ICT solutions and services, guiding customers through business and digital transformations.

Brand Strategy

Brand Strategy

Chaos pitched and won the business to refresh Delaware’s brand strategy and create a new look and feel and roll it out across their marketing and brand communications.

To ensure that we had a good understanding of Delaware’s competitors, we began with a competitor audit of 75 competitors followed by a sub brand audit.

Chaos held a Brand DNA workshop, in Belgium. We focused on Purpose, Positioning, Principles, Personality and Proposition to accurately capture Delaware’s brand essence.

The final chosen proposition was ‘We commit. We deliver’. This perfectly depicted Delware’s focus on customer satisfaction and quality.

We created several visual concepts for Delaware. The chosen concept focuses on the dot in the Delaware logo and this created a unique, bespoke circular influenced brand pattern and visual language which makes all their comms distinctly own-able .

Marketing Communications


Following the rebrand, the new branding was rolled out across Delaware’s website, sales decks, brochureware, social media channels, iconography, and event collateral.

We also created a brand video intro and outro stings to accompany all Delaware video content, along with specific detailed video guidelines.

Chaos created the brand guidelines document which set out the new rules for use of the logo, fonts, visuals, photography using real examples of how the new brand refresh is brought to life.

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