Growing Medium

Projects

Repositioning the Business

As Medium prepared for ambitious growth from £20 million to £30 million turnover, the existing brand no longer reflected its capability. I led a strategic repositioning that shifted the perception from a small AV distributor to a trusted technology partner, giving customers greater confidence in the company's ability to deliver large, complex projects.

Brand Strategy & Business Direction

Customer research revealed that expertise, service and trusted relationships were the qualities clients valued most. Using these insights, I led a complete brand refresh, redefining the company's mission, vision and values. The new positioning aligned the business around a clear customer proposition and provided a stronger foundation for future growth.

Changing Customer Perception

Medium had become associated with supplying small AV components, limiting opportunities for larger projects. I developed a new messaging strategy centred on the proposition, "Big enough to cope, small enough to care," demonstrating the company's capability to deliver major technology solutions while retaining the personal service customers valued.

Launching the Medium Brand

Historically, marketing activity focused almost entirely on vendor campaigns. I introduced Medium's first dedicated brand advertising programme across print and digital channels, shifting the emphasis from product promotion to company awareness. The campaigns strengthened brand recognition, increased enquiries and established Medium as a recognised name in its own right.

Customer-Led Marketing

Building on the new advertising strategy, I developed campaigns that celebrated Medium's service culture, technical expertise and customer-first approach. By placing the company rather than its vendors at the centre of communications, brand recognition continued to grow. Just one year later, the business was successfully acquired for more than £30 million.

Brand Identity & Guidelines

To support the new direction, I created a comprehensive brand identity and style guide that transformed Medium into a bold, confident and memorable organisation. From colour palettes and typography to messaging and campaign execution, the guidelines ensured consistency across every customer touchpoint while reflecting the company's evolution into a leading technology distributor.