An Expert In Your Corner.


HCS first set out nearly thirty years ago, with a simple goal – to keep customers and their businesses secure, using the latest best-in-class technology. Now with offices in Dublin and Waterford, they have become one of Ireland’s leading providers of IT solutions, offering an incredible depth of expertise with an impeccable track record.


HCS have an ambitious 5 year plan, but felt their existing branding and messaging was not clearly communicating their reputation. That’s where TOTEM came in – to understand and define their problem, establish their purpose, and create an identity to reflect who they really are. We began by leading a brand workshop to gain a deeper knowledge of HCS and their customers’ requirements. We discovered that the HCS team uniquely offer an incredible depth of expertise combined with a breath of solutions, delivered with personal service, tailored to each customer. As they succinctly say – “Big enough to know. Small enough to care.” It was also clear from customer interviews that the HCS team were at hand to solve problems when they arose. A safe pair of hands who always had their customers back. This is what HCS do, and why it matters. And we distilled its essence into a confident and reassuring brand promise: “An expert in your corner.”


We then set about bringing the brand promise to life, starting with the brand identity. We created a dynamic motif that typifies the HCS tailored approach. This evolved into a suite of icons illustrating the diverse range of solutions employed. A contemporary sans serif typeface and a palette of teal and navy completed the identity, expressing a protective, respected and caring personality.

This new visual identity, brand promise and a compelling new value proposition combine to great effect in a new intuitive website. The analysis and insights from our UX workshop allowed the structure of the new site to focus on the different target audiences, enabling each of these users to flow effortlessly through the site.


We gave HCS the brand clarity, identity, and messaging to achieve their ambitious growth goals. Capturing what is unique and core to HCS and enabling the business to authentically grow and expand by attracting new customers alongside their existing loyal base.

Brand guidelines were created in an accessible and easy-to-manage online microsite that allows both the internal HCS team and external agencies to develop clear and consistent branded materials.

The new HCS brand was also applied to a striking new interior design at HQ, bold new van livery and to the design of a new sales presentation deck, all empowering the team to be “An expert in your corner.”