Brand Creation Key to Continued Success for C4L

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Branding, marketing and design agency RT Media helps launch new group brands for C4L.

Infiniserv, brand developed by RT Media

Infiniserv, brand developed by RT Media

Ross Thornley, Strategy Director and Founder of RT Media, said: “'Intangible’ services, especially those which are ground breaking, such as Infiniserv, are often the most challenging when it comes to brand development."

Branding, marketing and design agency RT Media is used to working with fast paced businesses and meeting tight deadlines. It is this responsiveness which has been central to the successful launch of new group brands for C4L, a leading data centre and connectivity solutions provider.

Stephen Dann, Group Marketing Manager at C4L, explained: “We had already worked with RT Media to refresh and update the business identity and brand of C4L, and developed an honest and frank relationship with them. When it came to positioning our new brands for launch, this important rapport was already in place. We are a fast growing business within a fast paced market place, with ambitious plans to expand further into Europe and ultimately the United States and beyond. Working with a design agency with the ability to not only accurately interpret our ideas but deliver the full branding and related marketing collateral for a new range of products, against very tight deadlines, has been extremely important in our journey from concept to launch."

C4L launched Infiniserv, one of its new brands, which is ‘removing the limitations you inherit with off the shelf virtualisation products’, at London’s Cloud Expo on January 25th, 2012. Working in conjunction with C4L, RT Media provided a range of options, from which the final brand design was selected.

Ross Thornley, Strategy Director and Founder of RT Media, said: “'Intangible’ services, especially those which are ground breaking, such as Infiniserv, are often the most challenging when it comes to brand development. Since time was of the essence, we had to work closely with the team at C4L to understand its core values in order to create a design which would convey the cutting edge nature of this technology. The launch at a major trade show was critical in terms of ensuring the stand, website, marketing materials and literature would all be deliverable.”

Stephen continued: “This year is forecast as the time when cloud computing finally comes of age. RT Media has created an arresting identity for Infiniserv at a time when image and identity are essential for ensuring differentiation in a crowded market. The team has fully grasped concepts which are sometimes difficult to convey; creating a brand which, in my view, is spot on.”

As well as the launch of Infiniserv, RT Media is working closely with C4L to launch many other products into the global market.

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Natalie Alexander
RT Media Ltd
+ 44 1202888192
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