What we did
- Branding
- Web Design
Formerly known as Delta Comtech, Fabric provides outsourced IT consultancy and infrastructure services to SMEs across the UK. As the business grew, the name and brand no longer reflected the company’s scale or ambition, leaving an identity that felt dated and struggled to communicate an increasingly complex range of services.
Ahoy was brought in to reposition the business for its next stage of growth. Through workshops, staff surveys and competitor research, we defined a new brand strategy and developed a name and identity that better reflects Fabric’s role as a trusted IT partner.
The creative
Our work began with research and brand workshops designed to understand the company’s culture, values and long-term ambitions. From this process, Ahoy developed a number of naming routes, ultimately landing on Fabric – a metaphor for the underlying structure that holds systems together. Much like fabric itself, the company connects infrastructure, software and people into a cohesive whole.
We brought this idea to life through an identity built around interconnected line-work, visually representing the flow of information across networks and systems. A suite of over 90 icons was developed to help explain Fabric’s wide range of services, translating complex technical ideas into a clear and consistent visual language. The identity was then extended across a new website, where animation and motion graphics reinforce the idea of connected systems and flowing information.
The result
The new brand gives Fabric a clear and distinctive identity in a sector often dominated by generic naming and visual language. Its flexible design system helps communicate a wide range of services while bringing clarity and personality to work that is often difficult to visualise. By giving abstract IT infrastructure a more tangible, physical quality, the brand helps translate complex services into something easier for clients to understand, while also creating an identity the team can rally behind with a renewed sense of pride.
