An increasing digitised world led Khazna Data Centers, a wholesale data center to see an exponential increase in demand for its space and solution. To reflect this growth Khazna was looking to rebrand — to reposition itself from being a UAE based data center to being an international tech company.
Strategic
A detailed brand audit revealed that with its flexible solutions, stringent standards and international accreditations, businesses had a reliable partner in Khazna — one that kept data safe and secure. Looking beyond these tangible offerings our attention was drawn to an undercurrent thought that recurred during the audit — that data impacts all our lives and it’s companies like Khazna who make this happen. Building on this emotion we built Khazna’s new positioning platform that centered around the essence of ‘Connect Further’. An essence that unmasked the incomprehensible side of data and made it human; and consequently, Khazna more human.
Creative Solution
Taking the brand essence in a visual space we designed an identity system that reflected how data connects us to businesses, to our personal needs and to each other. Crafted with an underlying geometry, the brand mark is a fresh expression of data’s fluidity and connection. Accompanying the brand mark is a distinguishable brand asset suite of brand colours, visual language and crops, typography, grids, and art directed and shot photography; proprietary tools that enable Khazna to create unique, ownable, and distinctive brand collateral, campaigns, and advertisements today, and in the future.
Reception
Launching the new brand on its 10th anniversary in June 2022, Khazna received positive reception from all stakeholders, from employees to customers to shareholders. Since the rebrand, Khazna entered two significant partnerships with companies at home and abroad. Accompanying the rebrand, Khazna also continues to expand its reach. In addition to its 12 operational data centers, Khazna has 13 data centers under construction that together will supply 300+MW capacity by 2023. An ambition that is very much supported by and aligned to the new brand.
Project Summary
- Brand Strategy
- Brand Audit
- Brand Workshops
- Brand Positioning
- Brand Strategy
- Brand Expression
- Brand Identity
- Copywriting
- Visual Tone of Voice
- Brand Photography & Image Library
- Brand Experience
- Brand Communications Suite
- Website Design & Development
- Brand Animations
- Brand Management
- Brand Guidelines
- Brand Activation
