Centrality.
Cloud-powered desktop
Great brands happen
when you Connect.
01
The challenge //
Having struggled internally to put a name to their cloud-powered desktop, our biggest challenge
from Centrality was what to call their new product and how to summarise its impressive list of benefits.
02
The outcome //
We interviewed the Centrality team to get a clear idea of how they perceived the product,
and we interviewed IT Managers to find out which product benefits were most important to them.
This fact-finding exercise gave us the clear insights we needed to successfully create and position the brand.
We named the product ‘Connect by Centrality’ to communicate the flexible and collaborative
working that is enabled with the product, and supported it with the tag-line ‘Secure and consistent
cloud-powered working, wherever you are’ to sum up its key benefits.
As Connect is a Microsoft system, the logo needed to be sympathetic to other Microsoft icons,
so a connected ‘c’ using vectors and gradients was locked up with a bespoke, friendly word-mark.
The Connect graphic language was then brought to life using elements from the Connect C icon
and flat vector graphics to create scenes, all using the Centrality colour palette.
