Dataflex
Coming into Dataflex's 20th year the company's owner and founder, Brian Evans, worked to define the company's future direction and create a rebranding brief. Spice & Co. Design was selected to realise the brief.
The Design Brief:
Dataflex wanted its new brand to reflect the technology that it delivers for its clients and express its emphasis on transparency and streamlined communications. We were energised by the potential of this project, knowing Dataflex was committed to creating a unique experience for its clients and staff, and wanted the brands design to capture the energy and optimism that defines the company.
The Result:
The new dataflex logo is timeless and understated and is paired with a deliberately restrained brand treatment that combines colours, shapes and space to deliver an impression future-proofed aesthetic with an air of efficiency. A limited palate of metallic and transparent blues, greys and silvers are applied in the form of abstracted shapes that are inspired by the evolution of the microchip. Transparent shapes overlap and interconnect between each brand element evoking a metaphor for transparent, seamless communication and technology.
One of the highlights of this project was the realisation of the brand in the company’s new, purpose built offices in Barton's Realm building. In close collaboration with Jackson Architecture we integrated the brand into the office environment, through a printed treatment of wallpaper and vinyl-on-glass graphics. These brand colours carry through the offices, and hi-tech materials were deliberately chosen to reinforce the company's vision. Reception detailing creates an immediate impression on arrival. Wall graphics reinforce the idea of transparency and flow as surfaces move from white on glass to bold interconnecting coloured shapes, linking rooms and expanding the feeling of space.
One of our favourite projects to date, the Dataflex rebranding utilised our capacity as a full service creative agency.
The brand was carried across:- MYOB forms
- Staff uniforms
- Business cards
- Tradeshow banners
- Thumb drives and lanyards
- Desktops and screensavers
- Disc labels, equipment stickers and security tape
- Compendiums, letterhead, compliments slips and envelopes.
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