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07:21 UTC+5
Redefining the enterprise data through Microsoft cloud and AI innovation
Challenge
Strategy
Identity
Applications
Outcome
challenge
In July 2025, Henson Group and myCloudDoor merged to form the world's largest Azure Cloud Solution Provider and a top one per cent Microsoft partner globally. Two established brands. Two client bases. One new entity with ninety days to launch it, without losing the trust either legacy brand had spent a decade building. Aliando needed an identity that could carry the merger without erasing the history behind it.
Industry
Technology, Data Management
Growth Stage
Enterprise
Company Size
Large (201-500 employees)
strategy
We anchored the new brand in a single idea, 'Two Partners, One Force,' reframing the merger from a corporate transaction into a strategic upgrade for every existing client. The positioning made Aliando's scale, expertise, and Microsoft-stack coverage the point, without treating the legacy brands as history to be buried. Every downstream decision, from the mark itself to the launch communications, ladders back to this reframing.
identity
The Aliando logomark is a single geometric form drawn from two overlapping circles, an intentional visual reference to the merger it names. The palette is confident and enterprise-forward: a deep authority tone anchored by a warmer accent for the human side of a services business. Typography holds the seriousness a global Microsoft partner needs, without the stiffness most enterprise brands settle for.
APPLICATIONS
The system was built for the specific surfaces an enterprise Microsoft partner actually lives on: pitch decks, capability statements, RFP responses, event environments, LinkedIn campaigns, and the Microsoft Partner Portal. Every touchpoint carries the same authority and warmth, so the brand feels consistent whether a CTO is reading an SOW or seeing Aliando's banner at Microsoft Ignite for the first time.
the system
The system extends into the surfaces an enterprise Microsoft partner actually operates on. A modular pitch deck library scoped for sales, solutioning, and executive audiences. A capability statement framework built to reconfigure for Azure, Data & AI, Cybersecurity, and SAP on Azure practices without breaking rhythm. An RFP response template calibrated to Microsoft co-branded environments.
An event kit covering Ignite, partner summits, and Aliando's own client roadshows. A LinkedIn campaign system that flexes between regional voices and the global brand. Every asset is documented, versioned, and handed to the regional teams as a working system, not a static guideline, so the brand ships at the pace the merger demanded.
outcome
Aliando went to market with a full brand system, guidelines, and application library on the merger's ninety-day timeline. The identity has since been picked up across Microsoft partner channels, industry press, and Aliando's own client roadshows without a single follow-up round of amendments. One brand. One force. Held to the standard the merger's ambition demanded.
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