Overview

CA Technologies wanted to promote the latest version of their comprehensive hybrid data protection solution, the ARCserve r16 and asked us to design an identity and communications that could apply across multiple audiences - from CA Technologies employees through to the distribution and reseller channel, and finally across to the end user, split into Enterprise IT and SMB.

We developed a global iconic symbol and strap-line and prepared a three stage Go To Market strategy along with teaser, launch and co-branded partner communications, with imagery that was able to evolve at each stage of the campaign communications along with managed localisation across 14 regions globally.

The strategy was executed on time and was warmly received both internally and externally, with the regional teams subsequently adopting the same creative and identity for their own subsequent use in road shows and other events globally.