The listing of Crimsonwing (www.crimsonwing.com) on Malta's stock exchange, has necessitated major changes to the structure of Malta's largest privately owned IT services and solutions company.
Crimsonwing plc now incorporates Crimsonwing Malta - the solutions hub where all project development occurs, Crimsonwing UK and Crimsonwing NL - both sales satellites of Crimsonwing, Crimsonwing Dynamics, formerly the media and entertainment business vertical of Peracto Solutions Ltd - a Microsoft Dynamics Business partner, Crimsonwing Promentum - a Microsoft Gold Certified Dynamics partner based in the Netherlands, and Crimsonwing Promentum Academy which runs the 'Microsoft Academies' for Dynamics AX end user and partner training across Europe.
It followed naturally that restructuring would bring with it the need to create a clear visual rationale for the entire group and all of its subsidiaries - hence a rebranding. It was also necessary to prepare for the IPO of Crimsonwing plc by creating an authoritative and credible "face" for the company.
Crimsonwing's head of business development Natasa Pantovic explained: "The re-branding exercise was challenging. We needed to choose a brand image that would represent Crimsonwing's core values, and our unique selling proposition, but also reflect our message of an experienced, knowledgeable, and trustworthy IT partner across a range of sectors, solutions and regions".
Crimsonwing worked with partners, clients and directors to understand how the company was perceived. Different markets and competitors were also studied enabling Crimsonwing to examine and re-define its proposition. It soon became clear that the people at the core of Crimsonwing were important to partners and clients. The new strap-line "Better People Better Business" amply demonstrates this.
Crimsonwing hired a rebranding agency to translate these perceptions and proposition into a memorable visual representation. The result shows a boldly confident, yet a still personal image - with each subsidiary represented by its individual colour-coded logo. As a company that has been growing steadily, the rebranding had to also represent Crimsonwing's strategy for further growth.
The rebranding has also been extended to incorporate Malta within the new representation. Malta has been Crimsonwing's base for several years and the unique proposition that Malta allows Crimsonwing to promote near-shoring with minimal risk and greater cultural alignment has served both in good stead. The new strap phrase "Wish you were here?" confirms Malta's continued role in promoting the local ICT industry.
The rebranding has been immensely successful. It has presented Crimsonwing as an experienced and trustworthy IT partner across a range of sectors, and has succeeded in differentiating the company from its competitors by visually evoking its uniqueness. More importantly, the rebranding has been reflected within the Crimsowning group - the people that fuel the engine feel a part of the group and its sustained growth.