Demographica

Demographica  (previously known as Global Acquisitions) is South Africa’s leading provider of database marketing services. This young and dynamic company saw Nicework’s potential to completely overhaul their brand. We set to work by creating a new company name, an accessible corporate identity and an extensive online presence. 

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Client: Global Acquisitions

Demographica (previously Global Acquisitions) is a South African database marketing company with a broad network of influential corporate clients. Current CEO Warren Moss and his best friend Marc Pozniak started the company in 2006.

Discovery:

As a young and rapidly growing business, Global Acquisitions company name did not reflect their service or personality. Client were confused about the company's service offering and the name was difficult to spell. Nicework was approached to give their brand a new look to enhance their credibility and appeal to their target market.

Brief:

• Create a company name that represents the character of the company and their service offering

• Create a corporate identity that clearly expresses Demographica's fun and accessible company profile

• Create a UX-friendly website to grow Demographica's online presence and showcase their services

• Generate a blog and newsletter in line with the CI and website

• Design office signage and posters to reinforce Demographica’s brand identity

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 create a vibrant and coherent online presence that enhances communications with present and future customers
• To entrench this new brand within the company 

Tackling the Brief:

Company Name

After a rigorous discovery process, Nicework developed a clear understanding of Global Acquisitions business and people. Demographica, which derives from the word “demographics”, was chosen because of its ability to reflect the service offering of the company, which is targeting specific markets through their extensive database. The name also scored the highest in terms of memorability and ease of spelling. 

Corporate Identity

Three key objectives were identified in envisioning the Demographica brand:

1. The brand marks 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 brand mark had to express the vibrant character of the company through its design and colour scheme

People are at the heart of Demographica's service. The design captures this personal element through a playful form of graphic wit where individual letters are given human characteristics. The font used has high legibility, making it suitable for a variety of applications.

We wanted to make the brand as colourful as possible to reflect the fun and personable approach of the company. Bright blue and pink were strategically chosen for their eye-catching and friendly connotations.

Overall, simplicity of design was vital in balancing a reputable business profile with an accessible approach.

Website

Demographica offers three major services:

1. Database Marketing
2. Retail CRM
3. Lead Generation

Different coloured tabs on the Demographica website were used to differentiate and showcase these services in a simple manner, for a smoother, intuitive user experience. 

Blog and newsletter

The blog and newsletter work to establish Demographica as thought leaders in their field. Given their supplementary role, their design uses the secondary colours of the CI design.

Signage and posters

To reinforce Demographica’s new brand identity, a series of whimsical decals and posters were created to transform Demographica’s offices into a physical embodiment of the new brand identity. 

Result:

●      A happy client - CEO Warren Moss said: “Nicework hit the nail on the head”

●      An aptly named, beautifully branded company

●      A relevant corporate identity for Demographica’s fun yet credible business profile

●      A regular channel of communication and greater responsiveness to input from their target market through their blog and newsletter

●      Increased online presence

●      Lead generation

●      Achievement of project objectives on time and within budget