Stay dedicated - A new brand for Deda

Dedication makes all the difference

Client

Deda

Industry

Tech
SW vendor
IT services
IT Consultancy

Disciplines

Brand Design
Strategy
Copywriting
Storytelling
Content Creation

Take a look

The new website

Faced with the accelerating pace of technology and its promise of disruption, Deda has zeroed in on what truly unlocks technology’s potential and converts opportunities into achievements: people and their dedication. We therefore helped the company revamp its visual and verbal identity around a powerful call to action: Stay dedicated.

Problem

Deda needed to evolve its positioning and provide its vast ecosystem of integrated companies with a unifying narrative. In the increasingly crowded and competitive landscape of tech, the company needed to craft a distinctive message differing from the standardized performative models offered by the industry. Most importantly, Deda needed a new narrative aimed at fostering a human-led approach to technology and its acceleration, impact and business mindset through the emphasis on commitment and the pursuit of value.

Solution

We supported Deda in identifying a new positioning. Deda now reintroduces itself as a business and technology accelerator capable of inspiring the idea that dedication can empower people and organizations to realize their full potential. We therefore designed all aspects of the rebranding around this narrative and a bold new purpose: Stay dedicated.

Building from this idea, we developed:

a strategic framework that links the new positioning to the business offerings;
a compelling narrative on the impact of dedication on business, people and society, inspired by the stories of sports, arts, culture and science;
a new brand identity that uses colors and geometric shapes to echo the circle of the previous identity, while expanding it into a dynamic, multidimensional design that projects Deda into the future;
interactive live workshops designed to operationalize the new strategy and effectively communicate its meaning to the HR team;
an engaging Employer Branding strategy featuring entertaining and interactive content to amplify the emotional resonance of the “Stay dedicated” narrative;
a new look & feel for the website that aligns all digital points with the new narrative and the visual design for the brand launch event in Bologna, where the new identity was unveiled to all the Deda People in an engaging and memorable moment.

Today, Deda stands as a contemporary brand, capable of standing out from typical tech language through a unique and distinctive storytelling – a story that we have worked on with the very same dedication we hope that Deda will inspire. Because when dedication goes deep into our way of working and designing, everything we do and care about can really change for the better.