According to Esther Quah, Datacraft's head of corporate communications and brand management: "We wanted to project a personality that is young, friendly, competent and adventurous. People used to see us as older and more conservative."
According to Quah, the 29-year-old company moved from being a networking company to a IT services provider more than three years ago, but it has been unable to shake off its old image. With the arrival of Bill Padfield as the new CEO last year and its return to the black, Datacraft decided a rebranding was in order.
The rebranding involves changing the logotype and is supported by a print and TV offensive. The Datacraft logotype has been tweaked from a heavy all-caps typeface to one that is modern and lighter in look.
Its print campaign is running regional business and trade titles. It is also focusing on local media in Korea, India and Singapore. Datacraft has also signed a sponsor of CNBC's Squawk Box.
The print campaign, designed by local shop Band, aims to highlight business solutions that the company provides and reinforce the Datacraft brand by playing on the word 'craft'.
