Preservica: Positioning for new markets
Rebrand and website reposition market-leader in digital information asset preservation to break into new markets.
The Challenge
Preservica, a trusted name in digital preservation with clients such as BT, HSBC, The National Archives, MoMA, and the European Commission, sought to expand beyond its established reputation in the culture and heritage sector into the corporate market. The challenge was to define a positioning and create an identity that would resonate with a corporate audience without alienating existing clients, ultimately driving sales.
The Solution
Identifying that Preservica was heavily product-centric in its messaging, we worked closely with the leadership team to help them transition from talking about clever tech and product features to staking a place as a brand that’s all about human connection. This manifested as a shift from simply promoting USPs, to a more elevated, purpose-led positioning of protecting global memory. The new visual identity direction was inspired by Preservica’s key differentiator – its file-format migration capability. The unique software platform actively migrates digital information assets to newer file format versions and entirely new formats. This ensures that original assets remain secure, with their integrity unaffected, and accessible over the long term, effectively creating a ‘living archive.’ At the heart on the new identity is logo with a fixed ‘P’ element, representing the digital asset. The surrounding amorphous, amoeba-like shape is symbolic of the active migration, ‘living’, aspect of the Preservica platform, lending itself to multiple logo shape variants and engaging animation.
The Results
The positioning and identity performed exceptionally well, effectively articulating a more focused and compelling message to both new and ex- isting market sectors, aligning with Preservica’s growth ambitions and reinforcing their market-leading position in digital preservation. Preservica continues to go from strength to strength. Internal feedback on the process and experience with mark-making* was also extremely positive. Mike Quinn, CEO of Preservica: “mark-making* provided just the right level of brand-advisory and web-development we were looking for. Everyone we have met at mark-making* has been excel- lent, and our internal marketing team have enjoyed working with them. Definitely a productive partnership.” Always nice to hear.