Create a Captivating New Brand for Innovative Cloud Provider Global Access

1. Overview (Description of the project and its purpose): • GA aims to re-brand the look and feel of the company. This initially includes; o A logo redesign o A ‘brand book’ for the new proposed look and feel we can use for new corporate communications. • We want to reposition the focus of the brand as the prominent “innovative secure flexible cloud network made & serviced in Germany.” • And position the brand to its audience as the company that will ‘Empower Your Vision’. • Purpose: GA needs to use its new brand to navigate itself as the preferred cloud provider in the German and the English speaking world and position itself as the most secure and accessible company of cloud services. 2. What are the challenge we’re facing? • The GA brand is old and stale • The brand isn’t unique and looks like just one of the other IT companies in Germany. • GA isn’t known as a prominent cloud and IT provider German and international companies. 3. Who are we going to be talking to? • Company owners of medium to large enterprises • CEO’s, CTO’s and technical managers of medium to large enterprises that have the need for one of GA’s products and services. 4. What does our audience care about when considering our product? • Security – the highest security standards available worldwide for their data. • Compliance and certificates: Global Access has provided specialist products and services for its customers for more than 15 years. In order to supply a wide range of specialized profession services (e.g. Data Center and Cloud Solutions, VMware Hosting, WAN Services & Internet Services) GA has had to ensure that they are 100% compliant with German data security and quality standards. GA is unique in the fact it has 3 certificates to ensure the highest quality and security for its clients; o ISO 27001 – Zertifikat auf der Basis von IT-Grundschutz o DIN ISO/IEC 27001 o DIN EN ISO 9001 • Flexibility – DYI assembly with our virtual installation and product maintenance • Flexibility – create a flexible solution from the problems you wish to solve. Hybrid services – cloud + physical data center services • Quality – technology and infrastructure is advanced and the best available as GA invests in the latest technology to ensure the highest quality service for its clients. • Support made to measure – our team is local and focused on the customer. We know our customers and they are assured that they will get personal dedicated support. 5. Positioning o Closest competitors: • Rackspace • Deutsches Telekom • Dunkel IT • Amazon Web Services • VMCloud WHAT 6. Messages o Through the re-branding of the company look & feel we want the audience to see Global Access as:  Trustworthy  Innovative  Creative  Experts on a global scale  High quality  Inspiring  Strong • Slogan: o Empower Your Vision 7. Tone – writing and the imagery; o Professional & Sophisticated but with openness & charm o Coherent and simple from through every aspect of the brand that will age well and can evolve over time. 8. Imagery • No imagery needs to be used. We currently use a power on/off symbol – this is no necessary to use. If you can incorporate it then we are open to seeing examples but this isn’t necessary. o We are looking for a unique symbol, brand concept that sets us apart from our competitors. 9. Deliverables o As mentioned above the initial brief is for a: a. A logo redesign b. A ‘brand book’ for the new proposed look and feel we can use for new corporate communications. o Deliverable Due Dates o Friday 5pm, August 22nd 2014