IT used to be as exciting as NASA,

IT used to be as exciting as NASA,but IT became commodity.

IT used to be as exciting as NASA,but IT became commodity.With IT consultants being regarded as plumbers.

Called in to do a job,

Called in to do a job, evaluated on price.

But HiQ offers more than ‘plumbing’…

With a history of developing advanced simulators for jet fighters, HiQ has been working with the innovative side of IT. And still is.

But, how do we make the market get this?

We realized that we shouldn’t communicate the it consultants as an individual, but as a part of something greater..

Just as you would feel safe working with someone coming from NASA, we made the name HiQ stand for something greater than the individual consultant.

We set them aside from the competition, switching the focus from ‘plumber’ to a partner who is brought in as a specialist. Someone who, regardless who it is, would be perceived as a problem solver as long as they came from HiQ.

We did this by saying one thing – how HiQ’ers think:

Businesses and organizations don’t need manpower, they need brainpower. That’s why resources are getting cheaper, and innovation remains priceless.

But innovation doesn’t happen by chance – it requires a certain approach.

And from that we determined HiQ’s approach and created a concept:

Many people have got a degree, competence and skill. But unless you understand how technology affects, not only the end result, but peoples’ interaction with it, or if you lack the courage to go against common practice, the result will usually be just another piece of over-complicated system slowing us humans down.  Every day, in every project, in every solution we aim to deliver simpler, more effective and better ways of doing things. It is what we call to UnThink™.

We launched UnThink through a number of initiatives:

Storytelling…

A new graphical identity…

New website…

Ads…

Effect• Internal pride and new confidence after raving feedback on the brand platform from

client meetings, trade shows and industry colleagues and friends • A shift in sales approach based on new brand promise pushing the consultant’s

ability to deliver true innovation instead of background and CV generating high margin business critical assignments

• Q1 2011 was the best quarter in the history of HiQ with increasing revenue AND margins as well as analysts recommending the HiQ share long term

Hard facts The job applications increased with 250%, from approximately 100 to 400+ per month. The conversion rate is up 40% due to high qualitative CVs dominated by senior people on a management level.