Bringing data out of the back office.

 
 
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#1

worldwide leader in data migration

8

week sprint

1

new global brand

 

Data is emerging as a cornerstone of business transformation, increasingly recognised for the impactful power it possesses. However, the world of data management hadn’t caught up with the trend — until now. BackOffice Associates saw this as an opportunity to bring themselves ‘out of the back office’ and find centre stage as their new outfit: Syniti.

 
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BackOffice Associates was known as a safe pair of hands, the go-to partner for big businesses whenever they experienced a challenging data problem: for example in M&A situations. But as a pioneer in data migration and data management over the last 20+ years, a new leadership team saw this as an opportunity to bring themselves ‘out of the back office’ and onto the centre stage with a new global brand that would embrace and reflect data’s importance as a key accelerant of business transformation and growth in the 21st Century. The business goal was to position the company as a data leader. This was expressed in the new brand promise we created: Infinite Potential, Unlocked.

 
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We selected Confederation Studio as the design partner to bring the new brand positioning and name, Syniti, to life. The new identity system focuses on the ’Syniti Flock’, a graphic language inspired by murmurations of starlings. A mesmerising flock of bird-like data points that constantly shift and adapt in a natural and unexpected way — as a visual metaphor for data’s power to generate valuable business insights. 

 
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