Cognizant, one of the top performers in IT consulting and outsourcing, wanted to establish a new brand positioning and build a Web site that would reflect its new image. The company chose Lippincott to develop a new corporate portal.
Cognizant’s rapid growth presented opportunities—and plenty of challenges. Its success in IT outsourcing meant that the company could show off abundant expertise in applications engineering, a wealth of industry-specific knowledge and a worldwide footprint. But the existing Web site did not adequately match Cognizant’s elevated stature and broader value proposition.
The company’s rapid growth also brought recruiting challenges. As the IT job market has matured, qualified candidates are looking for more than a new job—they want to feel that they have good opportunities for personal growth and that they are participating in the company’s success. Cognizant’s new brand would have to engage a more sophisticated talent pool.
After analyzing Cognizant’s online and offline communications, we found that the IT company had a wealth of intriguing and inspiring stories buried under layers of marketing veneer and organizational hierarchy.
Our first priority was to develop a site architecture that positioned Cognizant’s industry knowledge and market success front and center in a well-organized navigational structure. Then, by carefully selecting visuals and typography and designing an appropriate layout, we created a smarter, more inviting tone that appealed to both prospective clients and employees. The resulting Web site presented Cognizant as a confident, proactive and knowledgeable company with a global reach. And it allowed the IT leader’s many success stories to shine.