Leading for Growth: Leader’s brand and marketing strategies helped this IT infrastructure specialist transform from fast-growth SME to European market leader.

ExcelRedstone Website imac

Our Client

Having already established itself as an IT infrastructure partner for a number blue-chip clients, London-based Excel I.T. Ltd engaged Leader to support ambitious plans for further growth.

Within just seven years the company had completed its transition from an ambitious and fast-growing SME into a market leader throughout the UK and Europe.

Our Services

Our Work

Our initial brief was to re-position Excel I.T. as a full-service IT infrastructure and connectivity specialist, shifting it away from outdated perceptions of it as a purely structured cabling company.

Preliminary marketing analysis suggested that as well as physically rebranding the company, there was also a need to better define the company’s core services and demonstrate how they aligned to the needs and wants of the market.

We developed new value propositions based on a ‘full lifecycle’ vision of IT infrastructure, allowing us to better communicate exactly where and how Excel I.T. was able to add value at every stage of the journey, from design and build, through support and maintenance, and on to renewal and transformation.

This then formed the basis for a new brand identity which included a family of logos for the company and its Xact software platform, a fresh colour palette, and a series of bespoke brand images to deliver key value messages around service precision, integration and innovation.

From there Leader was engaged as an outsourced marketing provider to develop and deliver marketing solutions which would drive diversification and growth. A new website was designed and built, with social media and ‘knowledge base’ functions on the website ensured that it could serve as the primary hub for a busy content marketing programme. A range of additional sales and marketing tools were created in support of the new business strategy.

Four years later we refreshed the brand identity and launched a second website to reflect the company’s rapid expansion. We supported a series of trade events, launched exciting new products like DeskQUERY (see case study), and introduced a blend of fresh content, online engagement, website visitor identification, social and email marketing, and automation strategies for further sales growth.

In 2018 we were asked to provide strategic support and stakeholder communications during Excel I.T.’s acquisition of Redstone Converged Solutions and Commensus from RedstoneConnect plc. We then created and launched completely fresh branding for the resulting company, ExcelRedstone.

Excel logo
ExcelRedstone logo


From our original engagement by an ambitious SME under new ownership, Leader provided a comprehensive blend of strategic, brand and promotional services designed to support rapid diversification and growth.

Today, ExcelRedstone is the UK’s largest pure play physical IT infrastructure, network and connectivity specialist, with an enviable client list including many of the world’s leading financial institutions, multi-national corporations and largest hyperscale data centre providers.

ExcelRedstone Chief Executive Barry Horgan said:

What has been so impressive about working with Leader has been the way in which practical, no-nonsense marketing analysis has fed seamlessly into strategy development and then to the eventual creative design and implementation of the new brand.

The result is a brand and a marketing process which we know works because it started not in the design studio but with our customers, with their needs and wants. The impact of that was obvious from the word go.

ExcelRedstone whitepaper
Excel leaflet
ExcelRedstone IT technology

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