We re-positioned Rackspace from being the #1 Managed Cloud Service Provider, to follow a clear North Star: Rackspace is here to enable clients to achieve greatness. This is a more purpose-driven, human way of speaking. This positioning is informed by new goals and a tone that became more approachable and friendly while demonstrating their knowledge and expertise through their customers’ success. Design was used to leverage the brand’s existing identity in order to help bring Rackspace into the future. The result was a new design system called “Halo”. Halo did away with outdated brand artifacts, replacing them with a robust graphics system, a stand-alone word mark and a solitary ‘r’ that acts as an iconic representation of the brand. We’ve only just begun, but already this new identity is helping Rackspace become more.