Elevating brands
  • Project

Centra

Situation

With a dated and unowned brand identity, Centra required a trademark strategy and brand refresh to establish a clear market position and leverage their brand equity

Objectives

  • Create an unique, recognizable and ownable entity, building on existing brand equity
  • Establish brand personality and team culture to express expertise
  • Develop brand language which clearly articulates the service offer and value proposition
  • Consolidate brand collateral and create impact with consistent branded suite
Bright green circle with white text

Approach

To leverage existing brand equity and strengthen value, as masters of technologies at the centre of every business, Centra remained the brand name. We recrafted the descriptor to Business Imperative Technology, and played on the tech term BIT to create a witty, engaging brand personality and language such as BIT Solutions (service delivery) and BIT Masters (employees).

IT mastered circular diagram

The brand promise ‘IT mastered’, and benchmark standard, ‘digital mastery’, were introduced as service standards internally and externally as language devices. This engaging brand personality operates across all brand behaviours and marketing collateral.

We revitalised the visual identity by introducing a bright neon green as a nod to digital and pixel imagery and paired it with a dark charcoal. This created impact across the logo, brand and marketing collateral and signage.

Centra logo on white background
Bright green dotted circle with bright green dotted arrow pointing downwards in the middle

Bit:
A Binary Digit;
The fundamental
unit of digital.

Bright green dotted tick in a circle
Bright green dotted cloud
Bright green dotted arrows
Six bright green network thumbnails on black background
Open book about Cloud Computing

Outcomes

DAIS worked closely with Centra to launch the revitalised brand internally, ensuring all staff were fully motivated and onboard. The brand personality and visual identity have been deployed across the business, from office signage and street marketing to uniforms and their website.

DAIS has continued to work with Centra to design, write and implement their entire suite of collateral and develop a comprehensive Brand Behaviour Manual to guide the whole team in living the brand through every interaction with clients and suppliers.

Centra IT solutions street view of business

Centra is well positioned going forward, with a new brand which articulates their value proposition, creating a strong, ownable and engaging brand identity.

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