SFI was given three short weeks to plan and execute Dimension Data America’s new brand refresh. SFI developed a comprehensive media and event plan to put the company’s new look and strapline “Accelerate your Ambition” at the forefront.
The purpose was to create an emotional connection between Dimension Data and its corporate partners. SFI handled the rebuilding of all indoor and outdoor signage; refacing the America’s website (intranet and external) as well as Powerpoint images, and video; catalogued and refreshed all trade show assets; refaced all digital media assets, stationary, and online branded items; and developed the “party in a box” or promotional items sent to each office for the purpose of engaging the employees in the rebranding excitement.
In order to produce maximum exposure with corporate partners, SFI created an event in Las Vegas in May, 2011. The event was held in Las Vegas to coincide with Interop, an IT trade show. Many of Dimension Data’s corporate partners were attending the conference and it was the logical location to launch the brand refresh. SFI utilized state-of-the-art technology to project Dimension Data’s new brand onto the Tropicana Hotel. This was the first time such a large image was ever projected on an entire building – even a first for Las Vegas. The image could be seen for miles – and thru social media, was distributed worldwide. The CEO of the South African global corporate headquarters said that this was the most effective and creative use of the brand worldwide. Corporate partners attended the launch event poolside as the new logo radiated the Las Vegas skyline. SFI also created the launch video that played during the presentation. The video is still being played worldwide. Guests enjoyed amazing food, music (SFI brought in band members from Billy Joel, Foreigner, and Bruce Springstein and created its own rock band), while enjoying the spectacular lighting effects.
“Smith Fairfield is truly amazing. I’ve worked with a lot of event management and marketing firms, but you are truly the best of the best. You are in a class all by yourself. Thank you, thank you, thank you for making me look so good.” – El Cabell, Director Marketing and Communication, Dimension Data Americas