Paradyn is the joining of Exigent Networks, Irish Telecom and Netforce becoming a united technology group that is offering Ireland’s first integrated group of managed IT, security, network and business connectivity providers. This new brand needed to establish itself as a different type of partner, a unique brand, offering services under four key pillars with highly skilled and adaptable staff offering end-to-end services from underlying network connectivity through to IT desktop service.
The challenge was to create a motivating and actionable name, identity, tagline and brand expression for the organisation that would drive dramatic and tangible differentiation. This needed to be customer centric, aspirational and motivational. With the joining of the three companies, the next natural step was to unite this end-to-end fully ICT provider under one name, one brand and one revitalised visual identity.
Image Now’s creative response aligned all key stakeholders from each of the three sister companies behind one brand solution. The process included holding workshops with the directors and senior leadership teams of the three companies to discuss and assess the current situation of the three sister brands and to explore the intricacies of each, the new vision, mission, positioning and values. In tandem with these workshops, the brand consultancy and creative teams conducted a brand audit to encapsulate the current brand assets and an intensive competitive analysis.
Whether it is through the application of the core range of products or the interaction that takes places when communicating with customers, connection lies at the heart of everything Paradyn do. The brand solution presents values of quality and professionalism while ensuring that the tone is confident, assured and friendly - positioning Paradyn at the forefront of the industry.
The name ‘Paradyn’ derived from the words Paradigm - outstandingly clear concepts or thought patterns that constitute legitimate contributions to a field; and Dynamic - positive energetic & effective action. The name standing for their dedication to providing exceptional customer service. Image Now created the tagline 'We are' which makes a self-assured statement, demonstrating faith in what Paradyn can do for their customers. Image Now also developed an internal mantra 'Endeavour at our core, Tech in our heart, Scale is our strength' as a guide for the team.
In order to bring the brand alive, Image Now partnered with Paradyn in the creation of assets for the key brand touchpoints. This included the office environments in both Dublin and Cork, fleet branding, social media assets, the stationary suite, branded collateral and a sales deck. Image Now also partnered with Paradyn in the creation of a new website, where the renewed brand story could live online.
The combination of the three sister companies creates Ireland’s first integrated group of managed IT, security, network and business connectivity providers. Paradyn brings together the management of 30,000 users in 300 active business and public sector customers.
Cillian McCarthy, Paradyn’s chief executive officer commented: “By merging these three standalone businesses under a single brand, we have a larger customer base, greater expertise and a stronger position for expansion in the Irish and UK markets. We can concentrate marketing resources into promoting one brand and achieve synergies by deepening the great customer relationships that our businesses have.
In early July, Paradyn announced that it plans to have doubled their workforce by 2020, growing their annual turnover from €8 million to €16 million within that time.