Fresh From The Field: Keep the Flow — By Chemistry
How do you create a design-centric brand for an IT company so it doesn’t feel like an IT company? Read on to find out.
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The brief
How do you create a design-centric brand for an IT company so it doesn’t feel like an IT company? Digital Arena, an Apple I.T. partner that provides tailored technology solutions to some of Aotearoa New Zealand’s best-known creative businesses, wanted a new brand identity that was totally fresh and unexpected in the IT space, capturing the business’s commitment to enabling creativity through seamless, client-focused tech support.
The Design Response
To deliver this, Chemistry, an independent creative agency in Tāmaki Makaurau, worked closely with Digital Arena’s founder and CEO, Neil McGowan, to create a new strategic brand positioning, complete brand redesign and a state-of-the-art website that positions Digital Arena as experts in helping the Aotearoa New Zealand creative market ‘Keep the flow’.
We’ve all experienced the spinning wheel of death – and we know how it can interrupt the creative flow. Chemistry wanted to present Digital Arena’s service as the antithesis to this.
The new brand design features signature ‘flow devices’, which give it a modern, contemporary feel, alongside subtle throwbacks to the earlier days of Mac design, which are a nod to Digital Arena’s origin as the original Apple fans. The web experience further brings to life the idea of flow, creating an effortless user experience that really stands out in the category.
Since launch, the Chemistry team have also developed a comprehensive marketing strategy that combines targeted social media content, PR outreach, and engagement initiatives to establish Digital Arena as the premier I.T. solutions provider for Apple-based businesses.
“We are thrilled with the partnership and the exciting new direction this collaboration has taken,” said Neil McGowan. “Chemistry has perfectly captured our vision and translated it into a brand and strategy that truly reflects our mission to provide white-glove I.T. support to creative businesses across New Zealand.”
The Design Team
Executive Creative Director: Susan Young
Senior Art Director: Neill McAlpine
Designer: Simon Jackson
Designer: Nic Adams
Digital Producer: Blake Ramage
Director: Joseph Silk
Business Manager: Maddie Smith
https://chemistry.co.nz
Facebook: https://www.facebook.com/chemistryinteraction/
Instagram: https://www.instagram.com/wearechemistry/
The Client Team
Digital Arena is a New Zealand-based Apple I.T. partner, dedicated to providing industry-best practices and technology solutions that empower businesses to maintain their creative flow. With a specialist team that prioritises customer needs above clock-watching and upselling, Digital Arena does things differently. They deliver unlimited support and proactive technology management, ensuring clients are always up to date and ready to succeed. Digital Arena provides right-fit technology and solutions that keep I.T. in the background, allowing clients to focus on growth without tech disruptions.
