Twenty years ago, Vargonen was founded as a web publishing company. It later evolved into a hosting services provider. As the company prepared for its third major transformation, it came to us for marketing communications and positioning strategy. This time the goal was to establish Vargonen as a leading brand in cloud service management sector.
From the beginning, Vargonen had gone through three major shifts—reinventing itself each time, always staying ahead of the curve thanks to its ability to read customer needs and deliver high-quality service. The company was already a pioneer in cloud service management. The primary goal was to shift Vargonen’s identity from that of a service provider to that of a strategic business partner—one that directly contributes to corporate clients’ continuity and productivity. Another priority was to capture the visionary leadership of founder Ali Vargönen and embed it into the company’s institutional memory, ensuring the brand culture would be shared across all teams.
Using our proprietary methodology, which we call “Culture Design,” we began by diving deep into Vargonen’s unique story. We decoded the brand’s history, successes, and the motivations of its founders through interviews, then combined these insights with market analysis and industry data. By identifying the brand’s values, we uncovered its “angle of differentiation” and “angle of growth,” defined its brand promise, and crafted its core positioning statement. We also developed detailed personas and mapped the customer journey.
For the communications campaign, we translated the brand’s strongest promises into eight simple, clear, and actionable plans (devices), under the title “The Vargonen Way of Thinking.” We even considered patenting the names of these plans and used them as the main messages of the campaign. We then established the tone and language of the communication and developed campaign ideas around them.
Our ideas were brought to life through creative executions, including testimonial-style content and case studies.
We also collaborated with one of Turkey’s leading designers, Örgüt Çaylı, to craft a new visual identity for the brand. Vargonen’s website was redesigned to reflect this new voice and look, offering a fresh digital experience to its audience.
But our work didn’t stop there. We developed a relaunch channel strategy and micro-strategies for social media. We came up with themes and content ideas to improve internal communication. Finally, we brought everything together in a comprehensive mind map, which we turned into a practical guidebook for the communications team.
From the start, we recognized Vargonen as a brand that stands apart through its story and the strong relationships it has built with its customers. By the end of our collaboration, we saw a brand that had found its voice and mapped out its future.
And in many ways, Vargonen’s journey was only just beginning.
(*) In the final phase of our collaboration, Vargonen was acquired by Eclit, a company under Turkven. In other words, the brand experienced its fourth major transformation. During this time, we also managed the personal reputation of founder Ali Vargönen. After the acquisition, the company dropped the Vargonen name and now continues its operations under the name EclitGo.
For more info: https://eclitgo.eclit.com/
