Uniting a Group of
tech brands behind
a shared purpose

With a new leadership team in place, Boston based Endurance International Group were going through a huge transformation, prior to their recent acquisition. With an increasing portfolio of domain hosting and email marketing tech brands, People-Made set about uniting the group with a new sense of strategic purpose, encouraging all the brands to work together to deliver on the wider group ambition.

Building a customer-centric culture from the inside, out

Through qualitative research across the group, we found something that, regardless of role or brand, united Endurance’s people – their genuine desire to help each other, and small business owners, succeed. Using this sense of purpose to galvanise the brands, we developed a proposition that would work internally for employees, as well as externally for customers – Genuinely Helpful Companions. Internally, the proposition captured the collaborative culture they foster across teams and brands, and externally, it provided a way of articulating the personalised support they provide to small business owners. 

Bringing Genuinely Helpful companions to life

To bring it to life, we created a new identity that captured on the outside, what they all felt and believed on the inside. Featuring a unique illustration style, the identity was built on the idea of bringing people, customers, and technology together to tell the story of how they work as one to help small business owners succeed. We then built a new careers site, redesigned the corporate site, and developed social media and recruitment assets to attract talent and customers.

A fresh start and a bright future for the Group 

The new group brand was launched internally at their global leadership conference and followed-up to all employees with a full internal campaign. Since the launch, Endurance Group have seen a 5‑point increase on their Glassdoor score for culture, values, diversity and inclusivity. Endurance Group was also acquired in 2020 by Clearlake Capital Group, L.P for $3.0 billion, and has since combined with Web​.com to create Newfold Digital, a global web presence market leader.