Brand architecture following an acquisition
Following the acquisition of Interland’s managed server business, Peer 1 was required to re-brand the new division without using the Interland name.
We conducted Brand Equity & Elasticity research to help Peer 1 understand whether they should extend one of their current brand names or create a new name for the managed server business. Based on this research, Peer 1 became the name for both the infrastructure and managed server businesses, while the ServerBeach brand (a subsidiary of Peer 1) is used only for self-managed servers only.
To send a strong message to the marketplace about Peer 1’s evolution, we developed a new corporate identity that also helped unite and rally all employees following the acquisition. Today, Peer 1 is one of the top 5 hosting providers in the world.