Boomtown, being a strategic brand agency, has proven their worth through yet another successful brand refurbishment. The resultant success of Strada, a national voice and data solutions company previously known as MS Communications, bears testimony to the abilities of Boomtown to create brands that attract incontestable loyalty.
The 3 month long process began with Boomtown conducting internal, external and competitor research, which substantiated the need for re-branding the company. In addition, a brand audit, amongst external customers and internally amongst staff, provided further insight and assisted Boomtown to craft a unique brand strategy. The culmination of the brand strategy was a strong graphic identity system for Strada that conveyed a sense of funky sophistication, openness and intelligence.
According to the Managing Director of Boomtown, Neil Hart, “We understand the tremendous impact that a renaming and rebranding can have on a company. Due to this we took the client through the process with great sensitivity and care. The new identity of Strada was also launched with our assistance in a subtle and methodical manner in order to avoid alienating old customers, while aiming to attract new business prospects.”
“There is no magic formula for bringing an audience from initial awareness to it becoming a brand of preference. However, there is a methodical process which involves careful strategy, memorable visuals and personal interactions, all of which must speak in unison for a customer to place full trust and invest their emotions in what is on offer,” adds Hart.
Managing Director of Strada, Brent Simpson said, “With Boomtown’s insight, the combination of MS Communications’ established client database and service orientation with that of Strada’s modern brand and vision, proved to be very successful. During 2007, amidst all the changes, the Strada team grew, both in terms of business and personnel. With the introduction of the new and exciting Strada brand to our clients and competitors, we moved up into a completely different sphere of business. The branding heightened our credibility as a company and enabled us to compete on a national as well as international level”.
Strada’s client base now spans to over 1100 clients and its national footprint has increased to encompass the entire Garden Route, Eastern Cape and parts of the Western Cape. It serves 11 Pick n Pays in the Eastern and Western Cape and 9 Spars in the Eastern Cape with the vision of owning the entire coast line spanning from Port Elizabeth to Cape Town.
Boomtown, recently refocused and rebranded as a strategic brand agency, has been behind the successful development of some of the great brands in South Africa. Among the agency’s major clients are the Coega Development Corporation, Nelson Mandela Metropolitan University, Eveready SA, Continental, Volkswagen SA, Nelson Mandela Bay Tourism, the Cacadu District Municipality and Woodlands Dairy. The agency offers a wide range of marketing communication services, specializing in brand strategy, design, advertising and communications/PR.