Everyone Hates Contact Centres

"Your staff, the customers, the call agents, they all share one thing in common... everyone hates contact centres!"
That's what we told the CEO of Cirrus, a contact centre tech provider, when tasked with rejuvenating their brand identity.
We easily could've shied away from this reality, but instead we embraced it; making this bold 'human truth' at the heart of the rebrand.
From strategy and tone to visuals and character design, complex AI and B2B jargon was reframed with humour and humanity. Transforming frustration into a distinctive identity that people can relate to.
The brief was clear: in an industry shrouded in negativity and known for being mind-numbingly bland, stand out at all costs in order to attract high-profile clients.
To achieve this, we homed in on a core human truth: everyone hates contact centres. We flipped that narrative, embracing it with humour and turning it into a force for good.
Through playful cloud characters, expressive typography, warm colours and straight-talking copy, we humanised complex AI technology, making it distinctive and impossible to ignore, while remaining surprisingly familiar and relatable to the audience.
Results
The rebrand immediately cut through a crowded, jargon-heavy B2B category. Within six months of launch, Cirrus saw a 109% increase in enquiries and website traffic rise 24% like-for-like, generating 23 new business leads from organisations including NatWest Group, Santander, Air France KLM, Vodafone, EasyJet, Samsung, Canon, BP, The Economist and HelloFresh.
The identity debuted at Contact Centre Expo (ExCeL London), where its provocative messaging stopped attendees in their tracks, many taking photos of the stand and booking follow-up meetings.
Crucially, the renewed brand credibility also supported Cirrus achieving Platinum Partner status with world-leading CX platform NiCE in January 2026. The partnership combines NiCE’s enterprise-grade technology with Cirrus’ operational know-how and delivery expertise, positioning the business as a serious player in AI-powered contact centre transformation.
Early signs show the rebrand isn't just resonating, it's revolutionising CCSaaS.