Technology services business, Centra, had a dated and unowned brand identity. So, they required a trademark strategy and brand refresh to establish clear brand positioning and leverage their brand equity.
Firstly, to leverage existing brand equity and strengthen value, Centra remained the brand name. Next, we recrafted Centra’s descriptor to Business Imperative Technology to position them as masters of technologies at the centre of every business. Also, this plays on the tech term ‘BIT’ to create a witty, engaging brand personality and language. For example BIT Solutions (service delivery) and BIT Masters (Employees).
The brand promise ‘IT mastered’, and benchmark standard, ‘digital mastery’, function as service standards internally as well as language devices externally. Moreover, this brand positioning language 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. As a result, this created impact across the logo, brand and marketing collateral and signage.
Our team worked closely with Centra to launch the revitalised brand internally, ensuring all staff were fully motivated and onboard. In addition, the brand positioning and visual identity are now across the business, from office signage and street marketing to uniforms and their website.
Since this project, we have continued to work with Centra to design, write and implement their entire suite of collateral. As well as to develop a comprehensive Brand Behaviour Manual to guide the whole team in living the brand through every interaction with clients and suppliers.
Overall Centra is well positioned for their business future with a new brand which articulates their value proposition and positioning. As a result, creating a strong, ownable and engaging brand identity.
