High attention for a low-involvement product

Dataflex is a leading manufacturer and supplier of ergonomic workplace accessories, such as computer monitor arms. Serving a global clientele, the company specialises in various collections of monitor arm systems for both professional and home users. Seeking a strategic transformation, Dataflex engaged Silo to facilitate its shift from an importer and retailer to a design-driven manufacturer of independently developed sustainable products.

Client

Dataflex

Awards

Bronze European Design Award

For maximum adjustability

Designed to enhance comfort during work, a monitor arm is inherently a low-involvement product. The challenge lies in finding ways to draw attention to this functional and ergonomic solution. Dataflex’s brand essence is anchored in the concept of providing a comfortable and healthy work environment for all – a space that feels inviting, enabling individuals to perform at their best. The key to their offerings lies in providing maximum adjustability, catering to a variety of needs and preferences.

Connect, swivel and adapt

Silo developed a visual language emphasising modularity, flexibility, and adjustability. It centres around a ‘connector’ featuring the ‘x’ from Dataflex, acting as joints that can swivel and adapt in different configurations. The communication style exudes freshness, cheerfulness, and optimism, creating a cohesive and compelling brand image. The corporate photography visually narrates the various ways one can work with Dataflex in different positions.

X-factor

This strategic branding initiative has had a profound impact on Dataflex. Successfully transitioning from a conventional retailer, the brand now stands as an innovative, sustainable, and design-focused entity. Its commitment to excellence in workplace accessories and monitor arms has spurred a groundbreaking transformation, underscoring the influential role of strategic branding in reshaping market positioning and perception.

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