ARK DATA CENTRES
BRAND IDENTITY / GRAPHIC DESIGN / ILLUSTRATION / BRAND GUIDELINES / PR / PRINT PRODUCTION
Once it was ready to start marketing itself to the world in earnest, Ark hired Gasp, in unison with our PR partner Proud PR, to overhaul its messaging, look and feel. The company wanted its outward facing communications to reflect its genuine ‘difference’ more accurately and stand out from a crowd of ‘me-too’ suppliers.
Gasp and Proud created a messaging framework for Ark, and helped to scope out its core identity. Using the three messaging pillars of ‘passion’, ‘innovation’ and ‘efficiency’. Gasp was then able to create the brand, brand guidelines and a suite of style sheets to update all of Arks collateral, from PowerPoint slides to the website.
With Ark having a reputation as environmentally friendly pioneers, we were instinctively drawn towards nature for branding inspiration. Scientists spend their whole careers trying to mimic the innovation and efficiency found in nature, and it is within nature that we find images to align with, to inspire us. Our suite of images convey Ark’s deep rooted belief in the importance of being responsible for their impact on the earth.
Ark needed to stand out from a crowd of ‘me-too’ suppliers.
A clean, simple typography was applied to all communications. The existing colour palette made establishing unique brand real estate next to impossible, so complementary, fresh, warm tones were added, giving vibrancy and confidence to the branding.
Meanwhile, a PR programme got underway, which generated a more regular flow of news, a fatter pipeline of case studies and plenty of press and analyst meetings to boot. By our PR partner's design, Ark erected a giant moustache at its Cody Park site in Farnborough and donated £1 to the Movember campaign for every like and re-tweet it received of the photo on its social channels during November 2014.
The existing colour palette made establishing unique brand real estate next to impossible, so complementary, fresh, warm tones were added, giving vibrancy and confidence to the branding.
It was both a pleasure and a great success working on this collaboration, a sentiment that our PR partner replicates: "Gasp's creative response to the brief was superb and went down extremely well with Ark."
So the client was happy too, and it is easy to see why. In the first six months, Ark saw a four-fold uptick in press coverage alone. Its social programme also boomed over that time frame. The Twitter following swelled and engagement went up by more than 750 per cent. The Movember campaign proved to be the Company’s most popular LinkedIn post during that six-month period, with almost 2,000 impressions.
It can be harder to assess the tangible results from a re-branding, but one thing is for certain: in 2015 Ark signed a multi-million pound agreement. Some commentators questioned if Ark was ‘big’ enough to pull off this deal, but the quality of their services and the new branding demonstrated their credibility and professionalism, making them a perfect fit to fulfill the stringent data storage requirements of the project.
In the first six months, Ark saw a four-fold uptick in press coverage alone. Its social programme also boomed over that time frame. The Twitter following swelled and engagement went up by more than 750%