Workbooks.jpg
DataYardWorkbook-1.jpg
CloudHosts.jpg
Survey.jpg
NamingWhiteboard.jpg
VisualInspiration-1.jpg
DataYardGraphicPattern.jpg
DataYardIllo.jpg

DataYard 1


Donet

Dayton, Ohio  |  Business to Business  |  Rename & Rebrand

SCROLL DOWN

DataYard 1


Donet

Dayton, Ohio  |  Business to Business  |  Rename & Rebrand

“The new name and brand has transformed our identity and solidified us as a provider of premium business class data services.

I couldn't be happier with the outcome. Working with Jän and his team was a fantastic experience for us. The feedback I've gotten on everything has been overwhelmingly positive.”

DAVID MEZERA, CEO, DATAYARD

David_Mezera-Sq.jpg

Before and After

donet_logo_Clr.jpg
DataYard-Logo-Clr.jpg

A local data services provider came to FORGE. They were known as a small dialup service, rather than the robust high-end business data provider they had become.

Goal: Be seen as a premium business data provider.

Workbooks.jpg

DataYard 2


Defining Difference

DataYard 2


Defining Difference

BrandWorkbook-2.jpg

The FORGE Brand Formation Workbook

The workbook helped Donet bring to light communication problems and misunderstandings about their company. It helped discover, differentiate, and develop a brand that was authentically them.

Successful brands are built on a single word that immediately communicates a benefit to the end consumer. Caterpillar: ruggedness, Intel: performance, 3M: innovation.

For Donet, that one word was reliable. Once we discovered that word, we helped find and build a marketspace they could truly own. 

DataYardWorkbook-1.jpg

DataYard 3


Perfecting Purpose 

DataYard 3


Perfecting Purpose 

Donet Brand Challenges

Through interviews with the CEO and sales staff, we found issues with the Donet name.

  • Name is different but not good and is often mispronounced as Doo-net, Doe-ney & Dough-net
  • Name, “Dayton Ohio Network,” doesn’t align with strategic direction and the type of clients they are trying to attract
  • The visual representation doesn’t match the strategic direction and doesn't communicate desired benefit
CloudHosts.jpg

DataYard 4


Explore the Brandspace

DataYard 4


Explore the Brandspace

Differentiate yourself from your competition


Analyzing the brandspace we see common elements we need to avoid.

  • Saturation of blue rectangles 

  • Many references to cloud, sky and blue in the name

  • Use of the parent company's name with no association to the service

  • Overuse of lowercase

Survey.jpg

DataYard 5


Know thy Customer

DataYard 5


Know thy Customer

Brand Stakeholder Survey


FORGE conducted a survey with three major audiences: Employees, Long-term Growing Clients, Out of State Clients. They were asked to provide words that best described what they were looking for in a data service provider.

50%

Reliability was the number one concern

16% 

Expertise was important

11%

Wanted a partner

NamingWhiteboard.jpg

DataYard 6


Distill Message

DataYard 6


Distill Message

DataYardBrandGraphic.jpg

We distilled the company's essence into a single graphic that helped provide direction throughout the process.

VisualInspiration-1.jpg

DataYard 7


Tell the Story

DataYard 7


Tell the Story

Story of a Hero: Connecting on an emotional level.

As a continuous learner, DataYard seeks to understand the complexities of hosting, storing, moving and protecting data so that our clients can have peace of mind and focus on what they do best.

DataYardGraphicPattern.jpg

DataYard 8


Develop Brand Symbols

DataYard 8


Develop Brand Symbols

A name and visuals that represent a reliable, strong, commerce-moving platform

The brand portrays the Midwest’s industrial roots and the dependable nature of locomotives moving commerce across the land.

DataYard-Symbols.jpg
DataYardIllo.jpg

DataYard 9


Create Brand Tools

DataYard 9


Create Brand Tools