SAS Design will present research into the brand positioning of Kalido, the data warehousing company, this week, following its appointment in October.
The project is expected to stretch to a rebrand of the company, says SAS Design account director Ana Zaragoza.
The design of a new logo, guidelines, website, exhibition systems, direct mail and marketing communications materials could form the bulk of the work, which is netting the consultancy up to £200 000 for work in progress.
‘We are recommending that the brand identity be reviewed and that the logo be redone. Kalido didn’t originally have what we consider to be a brand position and it needs to differentiate itself in the marketplace,’ explains Zaragoza.
The consultancy hopes to be awarded a two-year contract that will see it take on all ‘creative strategy’ work, including brand awareness and tactical awareness campaigns.
‘We are recommending a two-year plan that will include all types of communications development from environment to corporate,’ she says.
Kalido is a subsidiary of Shell that provides software to global companies to enable them to integrate information from disparate information systems. It was formed in February 2001 and is to launch a worldwide ad campaign in the summer.
SAS’s project is part of Kalido’s drive to strengthen its brand presence and win business with the top 500 global companies.
‘The market is a highly competitive one and we are up against some of the world’s biggest names in business software. We need a brand positioning and market communications programme that truly differentiates our unique offer and approach and enables us to punch above our weight,’ says Kalido vice-president, global marketing Chris Worsley.
The consultancy was appointed in October last year following a three-way paid creative and strategic pitch against unnamed consultancies.
It collaborated with Kalido’s in-house team on the creation of Kalido’s original identity in 1999.