MacPlus receives a graphic system with endless permutations and a message about growth vs anxiety.
You need them in times of high optimism; you need them in moments of sheer panic.
The MacPlus re-brand centers on exploring a unique contradiction for a service provider; people need MacPlus when they are either growing their business (optimism) or in an emergency IT situation (crisis).
The re-brand also solves a naming challenge: Mac+ or MacPlus says simple addition or implies software solutions. However, what MacPlus does is physical, in the field, and very much three dimensional.
Therefore the visual identity brings the “+” into a rudimentary 3D matrix, creating the framework for a system of symbols, pattern and color application that is more tangible. The kit also yields a robust set of components within a system that can grow and evolve.
Approach to mobile and desktop is radically different, based on the expected needs from those two devices. In other words, if you need to get your IT provider on your mobile (instead of emailing them from your desktop) it must be really bad.
Sidenote: The print system uses thermography (a first for us) in black over black, connecting unique tactile qualities to the one physical item bearing the brand.