In 2018, the call center/customer service division of Project Resources Group (PRG) separated from its parent company, a leading provider of construction management, plant damage investigation & recovery, business outsourcing, and consulting services. In its quest for full independence, management sought out the help of SoCap build a new brand from scratch that would disengage it from PRG without creating confusion for current and prospective clients.
SoCap began with a name that would establish the firm’s identity as a premier provider of business process outsourcing. Working closely with management through a creative session, during which both sides helped bring clarity to the new firm’s mission, values, and guiding principles, the new company was renamed Auxillium, Latin for “to help or aid,” which aligned perfectly with the firm’s philosophy.
Formerly known as BOSS (Business Optimization Support Services), the new company’s management, along with SoCap, concluded that the existing name had a negative connotation of control and rigidness. It was important that the new name and other branding elements reflect the company’s true mission, which is listening to understand, partnering to solve.
SoCap developed a consistent and cohesive theme with multiple elements, including marketing collateral, business cards, and a redesigned website.
From its branding to the way it operates, Auxillium wanted to take everything that everybody knows about call centers and toss it out the window. They wanted their new and innovative approach to call centers and customer support to be reflected throughout their branding, especially the website, which would give many customers their first impression of Auxillium. The site abandons pre-existing notions of analog two-way communication and conveys Auxillium’s dynamic approach to partnering with clients to provide superior and always-adjusting customer support services.