Demographica

Demographica (previously Global Acquisition) is a South African online marketing company who enlisted Nicework's skills and expertise to provide them with a new company name, an accessible corporate identity and an extensive online presence. Using the concept of "demographics", derived from their new company name Demographica, Nicework created a person-centric corporate identity that was both vibrant and accessible to be rolled out across various media platforms.

To download the PDF click here.

To see the site in action click here.

Client: Global Acquisition

Demographica (previously Global Acquisition) is a South African online marketing company with a database of over 3 million people and a broad network of influential corporate clients. They are also awesome and cool people who we were super excited to work with. 

Services:

Creative Strategy, Graphic Design, Branding, Web Strategy and Development, Interface Design

Discovery:

Global Acquisition was looking to give their company a brand new look. As a young and rapidly growing business, their company name did not encapsulate their service or personality. Client feedback indicated that the company name was difficult to spell and did not indicate the services they offered.

Nicework was approached to rename and rebrand the company, as well as integrating that design into a new website. The second phase of the rebranding process included the creation of a blog and newsletter to enhance Demographica's communication with their target markets.

Brief:

• Create an extensible company name that represents the character of the company and their service offering
• Create a corporate identity that clearly expresses Demographica's company profile
• Create a website that increases Demographica's online presence, outlines their main services and features an interface that uses good UX
• Create a blog and newsletter that incorporates the design of the CI and website

Challenges:

• To come up with a name that is accessible and that expresses the character of the company
• To create a memorable corporate identity that would be effective across a variety of platforms
• To encapsulate the technical services Demographica offers to individuals who are not necessarily familiar with the company
• To create a vibrant and coherent online presence that enhances communications with present and future customers

Tackling the Brief:

Company Name

Nicework conducted a rigorous discovery process that involved meetings with the client, interaction with their business and services, discussions around their goals and feelings. It took a fair amount of coffee, some arguments, a few tears and lot of strategy, but in the end Nicework was able to create a comprehensive company profile and a clear set of objectives to get the process going.

Demographica, derived from demographics: "statistical data relating to the population and particular groups in it" was the perfect fit for a company name. It encapsulated the company's ability to target specific markets through their extensive database. Demographica also scored the highest in terms of spelling and being memorable. The name also spoke about the company's services broadly so that additional services could be added if needed without rendering the name inappropriate. The shape of the characters in the word also lent themselves beautifully to the CI design. We were rather pleased.

Corporate Identity

Three key objectives were identified in conceptualising the Demographica brand:

1. The brandmarks had to be legible and easy to identify across a variety of applications
2. The logo design had to refer the services offered by Demographica
3. The brandmark had to express the vibrant character of the company through its design and colour scheme

Simplicity of design was vital in balancing a reputable business profile with an accessible approach. The bold design treatment expressed a playful attitude while communicating the brand's service orientation.

People are at the heart of Demographica's service, so the design process began with strategies to include people in the lettering. Using a form of graphic wit was a fun and appropriate way to meet these objectives. The font Din, which is a master font in informational design, lent itself to the incorporation of human characters that populate the closed letters of the company name. Din also has high legibility, making it suitable for a variety of applications.

Colour choice was carefully considered. We wanted to make the brand as colourful as possible without using too many colours. Bright blue and pink were strategically chosen for their eye-catching and friendly connotations. Secondary shades of these colours were used in the blog and newsletter to extend their online presence.

During the discovery process, Demographica's three major services were outlined, which include: database marketing, retail CRM and lead generation. The website had to clearly express these technical and analytical services in a comprehensive, yet concise manner to the company's target markets.

To break the monotony of information, each service is listed under a specific tab in the main navigation. By splitting services into tabs the information is easily consumed in bite size chunks. Additionally, the separation of services indicates the company's ability to offer individual services as well as a comprehensive service set.

Strong colours and design elements supplement the clearly marked tabs that work together to create a smooth and easy user journey.

Blog and newsletter

The blog and newsletter are secondary elements to the online identity and serve to enhance credibility within Demographica's target market. They also act as secondary design elements to the CI by utilising the secondary colours of the CI design.

Result:

• An aptly named, beautifully branded company, whose corporate identity expresses a young, sophisticated business profile
• A vibrant and coherent corporate identity with well-designed and streamlined elements across all facets of its execution
• A regular channel of communication and greater responsiveness to input from their target market through their blog and newsletter
• A happy client, managing director Warren Moss said: "Nicework hit the nail on the head" - thanks Warren
• Increased online presence
• Lead generation
• Achievement of project objectives on time and within budget