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<\/a><\/figure>\n<\/div><\/div>\n\n\n\nWe sat down with Chief Marketing Officer Heather Lockhart<\/span><\/a> to talk brand building, color psychology, and what this new chapter means for Compucom.<\/p>\n<\/div>\n<\/div>\n\n\n\n Tell us about the new brand. What\u2019s changed?<\/strong><\/p>\n\n\n\n It\u2019s really a new day for us\u2014and this brand is reflective of our new chapter. We\u2019re bold. Confident. Enthusiastic. Energetic. That\u2019s the spirit that we have had all along; we wanted to \u201crecharge\u201d and highlight it with a fresh new brand.<\/p>\n\n\n\n The new Compucom brand is full of promise. It leans into our innovative approach and entrepreneurial spirit.<\/p>\n\n\n\n How did you approach rebranding a 35-year-old company?<\/strong><\/p>\n\n\n\n Being a standalone company now, we\u2019re able to truly focus on what we do best. We have an opportunity to really tell the story in our own words, in our own way. And to bring that vision to life for our customers \u2013 showing them what we do, why it matters, and the value that\u2019s associated with connecting people, technology, and the edge with a seamless experience.<\/p>\n\n\n\n This is also a new day for our associates. We turned to them for their feedback and input, and I personally read more than 200 comments that helped shape the new vision over the last several months. Their response to the rebrand has been incredible.<\/p>\n\n\n\n Associates have described the new look as energizing, modern, and \u201ca breath of fresh air.\u201d What do these colors symbolize?<\/strong><\/p>\n\n\n\n There is a psychology of colors<\/span><\/a> that goes into it! It\u2019s the perfect blend of art and science.<\/p>\n\n\n\n Our brand is about enthusiasm, energy, and being bold. We looked for colors that match that personality and that are shown to resonate with people. Studies show that certain shades of deep blue, purple and orange evoke confidence, so that\u2019s where we started.<\/p>\n\n\n\n The new branding has deep grounding blues, balanced with a warm tangerine to inspire energy and enthusiasm.<\/p>\n\n\n\n You\u2019ll also see pops of berry\u2014tangerine\u2019s vibrant, slightly rebellious cousin. That\u2019s a side of us that customers might not be used to\u2026but should expect more of.<\/p>\n\n\n\n Notice that our new logo has the C in the center. That\u2019s C for Compucom, obviously, but also for our customers\u2014a visual reminder that they are at the center of all that we do.<\/p>\n\n\n\n How does this relate to the associate experience?<\/strong><\/p>\n\n\n\n Recharging our brand is about more than colors. We\u2019ve also thought a lot about our culture, and how we encourage confidence and entrepreneurship within the organization. I\u2019ve always said that our people are our greatest asset\u2014with this change, we want to attract and keep the kind of associates who resonate with this new voice and who will help strengthen our innovative culture.<\/p>\n\n\n\n Why change now? What do you want customers to know?<\/strong><\/p>\n\n\n\n We\u2019ve often been the 800-pound gorilla in the market, but we spoke with a quiet voice. As a result, many don\u2019t really know who Compucom is or what we do, despite our position as one of the leading managed service providers<\/span><\/a> in the market.<\/p>\n\n\n\n “Quite simply, the world of work has been transformed.”<\/p>\nHeather Lockhart<\/strong>, Compucom CMO<\/cite><\/blockquote>\n\n\n\n We know that customers\u2019 needs have evolved. And, the market has dramatically changed over the past two years. And I think it\u2019s critical for people to know that we also have evolved.<\/p>\n\n\n\n We\u2019ve continued to innovate and automate. To think about what enterprises need today and anticipate what they will need tomorrow and the future. We\u2019re leaders in advancing the digital workplace, and analysts are recognizing that.<\/span><\/a><\/p>\n\n\n\n What’s next? Now that you\u2019re standing on your own, where do you see Compucom\u2019s place in the market in the next few years? What are you most excited about?<\/strong><\/p>\n\n\n\n Quite simply, the world of work has been transformed. Following the world\u2019s massive involuntary experiment in fully remote and hybrid work models, the results are in: people are going back to the office, people are staying remote, and there will be everything in between.<\/p>\n\n\n\n This means there is more distributed technology than ever before, highlighting the fact that technology will play a central role in employee production and engagement. It also shows the value of a tech partner who can handle any scenario.<\/p>\n\n\n\n “There is more distributed technology than ever before.”<\/p>\nHeather Lockhart<\/strong>, Compucom CMO<\/cite><\/blockquote>\n\n\n\n Just as the market has evolved over the past couple of years, we continue to evolve. By connecting people, technology and the edge with a seamless experience, Compucom is redefining the employee experience with technology.<\/p>\n\n\n\n This is an exciting time for us. Backed by our new investors, we are moving forward. We are about bold actions, innovation and entrepreneurship. We are looking to the future so we can continue to meet our customer needs today and tomorrow.<\/p>\n\n\n\n\n
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