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CA Technologies 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: USA
Industry/Sector: Technology, Computer Hardware - Software, Information Systems
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
CA Technologies is one of the world's largest information technology management software and solutions companies. The company provides expertise across all IT environments—from mainframe and physical to virtual and cloud. The majority of the Global Fortune 500 relies on CA Technologies to manage evolving IT ecosystems.

Challenge
CA Technologies, formerly known as CA and Computer Associates, was historically known as a leader in mainframe and infrastructure software, built through dozens of acquisitions with a low degree of integration. Going forward the strategy was to become a market leader in new high growth areas such as virtualization, cloud computing, IT and SaaS (software-as-a-service). CA Technologies needed to communicate their full offerings and become recognized as the partner of choice for guiding companies through the transition into new technologies.

Strategy
Beginning with a name change to CA Technologies, we developed a new brand strategy to more clearly define what CA does. The brand strategy centered on the idea of CA Technologies as the core enabler of agility The brand positioning strategy, “Agility made possible."

Beginning with the development of a new brand strategy, the brand target was also shifted to the CIO, so communications needed to be smart, straightforward and demonstrate leadership. The updated logo, with its interlocking monogram and six vibrant color combinations helps to telegraph CA Technologies’ commitment to deliver IT services in a more flexible way.

We also developed a new marketing campaign; the “We Can” brand campaign expresses the scope of the company’s growing capabilities and what its products and services make possible.

Result
The new identity and design system was launched at CA World 2010 to 7,000 attendees. The confident, vibrant new brand helps CA Technologies tell a new and consistent story in the market that reflects the full breadth and depth of what they offer.


Credits:

Client: CA Technologies - www.ca.com

Brand Strategists/Designers: Lippincott - www.lippincott.com
Creative Director: Brendan Murphy
Designers: Jenifer Lehker, Stephen Lim, Jung Kwon
Strategy: John Marshall, Allen Gove, David Stein, Rose Ghoroghchian


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