Enterprise technology is accelerating at pace. AI is reshaping expectations, and transformation is no longer optional. Yet for many organisations, progress still feels harder than it should.

Colt, the global digital infrastructure provider that keeps modern enterprises connected to the cloud, their partners and the markets they serve, could see the problem clearly. Customers were under mounting pressure to evolve quickly, even as the networking and digital infrastructure designed to enable that change was often doing the opposite. Complexity had crept in everywhere. Even straightforward tasks could feel like wading through treacle.

In response, Colt was evolving rapidly – placing customer experience and simplicity at the very centre of the business. They were on a mission to make everything simpler for their customers: to become the sector’s “easy button”. 

To signal this new mission to the market, Colt asked Rooster Punk to develop a new brand positioning, visual identity and voice fit for a new era. 

When progress feels harder than it should.

Our starting point was a simple but powerful truth: progress is hard.

Enterprise leaders are being pushed into transformation by legacy systems, tight budgets and rising expectations from inside their organisations. Infrastructure providers are equally challenged to scale networks, integrate platforms and manage complexity across an ever-expanding digital landscape.

The industry had become very good at adding capability, but less good at removing friction.

What emerged from our research was a clear insight: every Colt customer’s world was full of unnecessary complexity. It often felt like a battle just to get simple things done.

Colt knew that differentiation wouldn’t come from adding more features, more services or more noise – it would come from taking things away. And the brand’s story needed to reflect that. 

A new promise for a new world.

We knew customers were turning to digital infrastructure providers not for bells and whistles, but for simpler everyday operations. They were looking for partners built for action and delivery, who could remove friction from the daily grind.

This insight inspired a new brand promise and tagline: The Extraordinary Everyday.

We built on this promise with our supporting brand story and messaging, telling customers and prospects how Colt’s laser-focus on a simple customer experience creates room for the extraordinary – helping customers move faster, work more smoothly and focus on what matters most every day.

The new positioning sat at the heart of an extensive internal change programme, alongside a new website and integrated campaigns, and formed the spark of our thinking on a new visual identity and voice. 

Walking the walk. 

We approached the brand refresh with a clear creative mindset: everything you need, nothing you don’t.

If customers felt weighed down by complexity, the brand itself needed to feel clear, confident and refreshingly straightforward.

So we created a deliberately pared-back visual world. Strong typography carried the message, we used imagery sparingly and purposefully, and any purely decorative elements disappeared in favour of clarity and focus.

Colt teal and black took the lead, creating a confident and recognisable presence, and the chevron graphic – the Colt Edge – introduced a visual sense of forward momentum.

The effect was subtle but powerful. The brand moved from feeling passive to active, from static to kinetic.

Talking the talk. 

Alongside the visual refresh, we developed a new tone of voice to match the strategy: direct, concise, and customer-focused. 

We made the brand’s language clearer and more direct, using active phrasing and natural rhythm to explain complex ideas without sounding technical or heavy. The aim was always the same: remove friction wherever possible, even in the way Colt communicates.

The result is a voice that reflects the Colt experience. 

Simply powerful. 

In an industry often defined by layers of technical detail, Colt now stands for something refreshingly simple. And its brand promise, visual identity and voice all deliver on it – helping to live and breathe a world that’s Extraordinary Everyday. 

"The Rooster Punk team don't just deliver great creative - they have taken the time to truly understand our business, people and the change and journey we're on as a business. They push us to think differently and never settle for the obvious, constantly challenge creative boundaries and are committed to helping us stand out from the crowd in meaningful ways. Plus, they're just a joy to work with - smart fun, and genuinely collaborative." 

- Louise Beckley, Director, Brand and Content