December 14, 2017
The OEM has been recognised by Transform Magazine for its Workplace Hub brand communication.
Konica Minolta’s Workplace Hub brand has been recognised for its brand communication and activation approach, with four prizes at the Transform Awards Asia. The OEM, alongside Frank, Bright & Abel, its strategic communications and brand agency, was the recipient of two Gold Prizes, one Bronze Prize, and one Highly Commended certification by Transform Magazine.
The new enterprise IT solutions, unifying all of an organisations technology via one centralised platform, took the top prize for ‘Best development of a new brand within an existing brand portfolio’ and Best visual identity in the technology, media, and telecommunications sector’; its Bronze Prize, meanwhile, came in the ‘Best use of copy style/tone of voice’ category, whilst it was Highly Commended in the ‘Best use of a visual property’ field.
Stacey Sujeebun, Konica Minolta’s Director of Marketing Communications for Workplace Hub and North America, said: “We’re delighted to have created a brand identity for Workplace Hub that stands out in a highly competitive market and are thankful that Transform Magazine has recognized this across a range of categories. The new brand has been highly successful in signalling a real step-change for Konica Minolta, while still adhering to our global guidelines. By creatively exploring where the incumbent brand could be stretched, without breaking it, FB&A have developed a solution that is being heralded by all and is helping reposition us for the future.”
“We’re delighted that our work is being positively recognized and awarded by external bodies,” added Dennis Curry, the OEM’s Executive Director and Deputy Chief Technology Officer. “The Workplace Hub platform represents an exciting point in Konica Minolta’s history, paving the way for future work technologies to evolve. It goes without saying that having a strong brand and communications approach is important to help transform our organization to become a leading digital company.”
Konica Minolta partnered with FB&A in order to understand the brand challenges of bringing the Workplace Hub product portfolio to market, and to enable it to fit seamlessly into the OEM’s Workplace of the Future portfolio. As a result, the team devised a new tagline (‘IT on Your Terms’), a whole new brand identity for the Hub, and a distinctive new graphic approach – “breathing new life through its unique creative ecosystem”, as Konica Minolta described it.
Norihisa Takayama, General Manager of the Workplace Hub Business Unit, Konica Minolta, explained: “By having a strong strategic communications approach, the Workplace Hub brand has enabled us to reflect a game-changing moment supporting our corporate transformation vision.”
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