Move, a Manchester-based B2B marketing agency specialising in complex industries, has launched a new brand identity and website.
The rebrand sees Move adopt a refined visual identity, a new strapline – ‘Marketing for Complex Industries’ – and a restructured digital presence that is built around its proprietary ‘8 Moves’ offering. The agency works with industrial, science and technology companies to turn technical complexity into measurable commercial growth.
The rebrand is guided in part by research that shows around 80% of the buyer journey for complex products now takes place before a salesperson is involved. According to Alex Cairns, founder & CEO of Move, buyers are self-educating, comparing alternatives and building shortlists independently.
“The way buyers find, evaluate and choose suppliers in complex industries has fundamentally changed,” said Cairns. “We wanted our brand to reflect that reality. The old site served us well, but it didn’t communicate tightly enough who we are, what we specialise in and how we help companies respond to this new buyer journey.”
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The rebrand – including visual identity and positioning – was also guided by the fact that B2B brands in traditional industries are becoming bolder.
Max England, head of creative at Move, said: “We needed the brand to feel bolder, because the market demands it. The confidence had to come through in everything – the messaging, the visual identity and the way the site feels. The logo mark is a direct reflection of how we think and work.
“Our job is to understand when complexity needs to be preserved and when it needs to be translated. Because the best marketing across these sectors makes technical expertise accessible to the people making buying decisions. That’s what we do, and the new brand says that more clearly than ever.”
Central to the rebrand is a sharper focus on Move’s three core sectors: industrial, technology and science, with iconography – relating to each sector – utilised across Move’s new website.
The rebrand also highlights the agency’s ‘8 Moves Programme’, a marketing methodology built for the new buyer journey. The programme sits at the heart of the new website and has influenced the design of Move’s refreshed logo.
“The 8 Moves Programme is how we bring structure to complexity,” added Cairns. “Sustainable marketing progress comes from getting the foundations right – your brand, your positioning, your website – and then activating campaigns and always-on activity that connect back to a clear strategy. When it’s all joined up, the marginal gains compound.”
Referencing the programme, the agency’s refreshed logo mark is built around a ‘rule of eight’ geometric system, ensuring that the programme is embedded in every visual element of the brand.
Cairns concluded: “We work in sectors where the products are technical, the sales cycles are long and the decision-making is complex. Our clients need an agency that understands that world, which is also why our rebrand gives greater prominence to our international capability. We wanted to give a stronger nod to the breadth of our experience, because the core marketing challenges facing B2B companies are the same whether you’re based in the Midlands or the Midwest.”
