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