+ Content
+ Creative
+ Strategy
In 2020, Cloud Carrier – a privately owned company within the technology infrastructure market – developed Australia’s first premier hyperscale data campus in New South Wales. Due to the confidential nature of the operation, much of the detail was undisclosed, however, the Southern Highlands Data Campus (SHDC) still needed to be positioned as a secure, trusted and cost-efficient data storage solution.
+ Content
+ Creative
+ Strategy
As experts in destinational branding and marketing, it was a challenge to create an identity for a brand whose location (among other key details) was highly confidential. Our job was to transcend these traditional attributes and instead build an identity purely based on its industry and desired perception.
In an era of hyperawareness around data breaches, our job was to bring to life a trusted corporate identity.
We began with shaping a brand identity that harnessed the prestige and corporate signalling of bold blues, paired with a clean typeface (to balance out the inherent complexity of the industry) and a captivating brandmark that effectively communicated the brand’s category and expertise.
With the brand identity successfully established, we were then charged with rolling out an interim information memorandum, messaging hierarchy, corporate stationery and website.
Our aim with the website was to develop an engaging brand touchpoint that would serve to reinforce Cloud Carrier’s stature and capabilities, while offering a friendly user experience that succinctly translated its mission and services.
Cloud Carrier is now perceived as one of the country’s premier hyperscale data campuses. The strength of its branding reinforced its capabilities and integrity, and each piece of marketing collateral served its purpose efficiently while doing justice to the new brand.