Fluid IT Consulting
Transforming Fluid’s Brand and Digital Presence: Where People, Process and Technology Flow
Fluid IT Consulting, a people-first digital transformation consultancy, approached us to refresh its marketing activity. Despite strong expertise and an established client base, Fluid’s online presence and creative output didn’t fully reflect the scale of their ambition or the value they delivered.
Following the initial INSIGHT workshop and research, it became clear that the brief needed to expand beyond a simple refresh. To position Fluid as a credible, dynamic alternative to larger consultancies, we recommended a comprehensive rebrand, a sharper positioning strategy, and an integrated marketing plan designed to drive growth across all services and sectors.
The Brief.
Fluid engaged Fantastic to lead a strategic refresh of its brand and marketing approach. The brief was to modernise the company’s digital presence, particularly its website, while enhancing its social media and content strategy. Beyond execution, the partnership aimed to evaluate the overall brand positioning and provide clear, actionable recommendations to support Fluid’s growth ambitions.
The Research.
Defining the challenges and opportunities
Through our INSIGHT process, we conducted a deep dive into Fluid’s business, their customers, competitors and existing communications activity. This strategic exploration uncovered several critical areas that are now shaping the future of its marketing direction. Our findings not only highlighted opportunities for differentiation but also revealed structural challenges that need to be addressed to unlock Fluid’s full potential and primarily ways in which to make the brand much more distinctive.
At the heart of this was a clear need to align Fluid’s external identity with the internal ambition and expertise that already exists within the business. From brand consistency to digital visibility, the following seven findings are now guiding the evolution of Fluid’s marketing strategy:
- A bold new identity was needed, one that reflects the expectations of modern customers and positions Fluid as a confident, forward-thinking brand.
- Consistent branding must be established and applied across all touchpoints to ensure clarity, recognition, and standout in a crowded market.
- Service descriptions should be simplified to communicate value with what we call “aggressive simplicity”—cutting through complexity to highlight outcomes.
- A universal brand message should be developed, with the flexibility to adapt to different audience segments without diluting the core proposition.
- Buying cycles are long and inconsistent, requiring a marketing approach that nurtures leads over time and maintains visibility throughout the decision-making process.
- Fluid’s online presence needs elevation, with a focus on discoverability, credibility, and conversion across digital channels.
- Marketing activity should blend always-on brand building with highly targeted, personalised campaigns that speak directly to individual needs.
From these findings, it became clear that Fluid’s true differentiation lies not only in its technical capabilities but in its people-first approach to digital transformation, a quality that should be brought to the forefront of all communications.
The Big Idea.
Fluid: Setting your business apart from the rest
At the core of Fluid’s refreshed brand strategy was a clear and compelling positioning statement:
“Fluid helps ambitious businesses navigate IT systems and processes by putting people at the heart of digital transformation. We align teams with technology to drive engagement, productivity, and lasting change.”
This statement became the foundation for all internal and external communications. It captured Fluid’s unique blend of technical expertise and human-centric delivery, setting the tone for how the brand speaks, acts, and connects with its audiences.
To ensure this positioning resonated across different touchpoints and audience needs, we developed a structured messaging framework based on the “benefits ladder” approach.
This allowed us to connect high-level emotional drivers with practical, product-level proof points.
This layered messaging ensured consistency while allowing for flexibility—enabling tailored communications that still ladder back to a central, unifying brand idea.
A bold new identity
With a clear positioning strategy established, we set about developing a bold and modernised identity for Fluid. The aim was to create messages that were concise, impactful, and reflective of the company’s people-first approach to digital transformation. From this, we introduced a fresh visual identity built around the new “streams” graphic, symbolising the confluence of people, process, and technology.
While retaining a nod to Fluid’s existing brand colours, we refined the palette, introduced a contemporary typeface, and crafted a logo that felt dynamic yet professional. This ensured the brand remained recognisable but far more distinctive in the marketplace. Importantly, the refresh avoided unnecessary complexity, instead focusing on aggressive simplicity to deliver clarity, consistency, and cut-through across all communications.
The Activity.
With the strategic positioning in place, we transitioned from INSIGHT to implementation – bringing the brand to life through a fully integrated marketing programme. Every element was designed to reflect Fluid’s evolved identity and support its commercial goals, from elevating brand perception to driving qualified leads.
This comprehensive rollout ensured consistency across all channels while allowing for flexibility in targeting key audiences. The programme included:
- Website redevelopment
A complete overhaul of the website, delivering a cleaner, more intuitive user experience. Enhancements included sharper, benefit-led copy and improved navigation to better engage visitors and support conversion
- Paid media
Targeted LinkedIn campaigns focused on private equity firms, manufacturing businesses, healthcare professionals and CRM lookalike audiences.
- Content and PR
A content strategy built around thought leadership, case studies, and educational blogs – positioning Fluid as a trusted voice in digital transformation. This was supported by proactive PR to raise awareness in trade, industry, and regional media
- Organic social media
Structured content calendars delivering a mix of people-focused stories, service highlights, and customer success narratives, designed to build community and reinforce brand values
- Email marketing
Monthly email campaigns to build consistent engagement, with segmented data designed to target key industries using tailored messaging to maximise relevance and response.
“Fantastic Media have helped us redefine who we are and how we present ourselves. The new brand identity and website give us the professional, modern presence we need to connect with ambitious businesses and private equity firms. The team understood our vision and translated it into something distinctive, dynamic, and memorable.”
Gareth Murphy, Managing Director, Fluid IT Consulting
“Fluid’s challenge was about more than just refreshing visuals; it was about rethinking their positioning to truly stand out in a crowded IT consultancy space. By aligning their people-first ethos with sharper messaging and bold creative, we’ve set the stage for Fluid to compete confidently with bigger, more established players.”
Gary Pattison, Director of Strategy & Insight, Fantastic Media
