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Park Place Technologies Revamps Brand Identity

February 20, 2018


Action Will Better Reflect the Company's Value Offering in the Rapidly Transforming Digital Landscape

Park Place Technologies, a leading provider of data center hardware maintenance, today announced the completion of a company-wide rebrand that rallies the company, its clients and its global workforce around the most powerful word in the industry – uptime. Park Place’s new tagline, All About Uptime™, reflects the company’s mission to keep global data centers up and running and will center the company’s workforce as they continue to grow and innovate in ways that will help their customers better maximize their operational abilities.

The rebrand arrives after four months of extensive customer and employee surveys and a global competitive audit that showed a sea of sameness in the category, necessitating an artistic and linguistic overhaul.

“On the heels of a momentous 2017 that featured exponential growth and the release of an innovative new product, we felt that a rebrand would highlight our evolution as a company and center our focus,” said Jennifer Deutsch, Chief Marketing Officer, Park Place Technologies.  “In our research and conversations with customers, the overwhelming sentiment we continued to hear was that maintaining uptime was their number one priority, so we made it our rallying cry. We believe uptime to be the most powerful word in our industry.”

New trademarks such as All About Uptime™ demanded an accompanying fresh, distinctive look.  Designed by Minneapolis-based advertising agency Yamamoto, Park Place’s new visual branding elements reflect the bold and bright future that Park Place envisions for its business.

To clearly differentiate from competitors, Park Place Technologies sought a modernized look and feel that aligns with their position of sustaining the most experienced, dedicated engineering staff in the business. New photography highlights the real people behind the brand while brighter, more energetic colors combined with bold typography make for a more personal look that spotlights both staff and technology. Copy is accompanied by arresting headlines that are provocative and edgy but also concise and compelling.

With digital transformation at the core of commanding better efficiency and error-proofing for clients, a restructured website was necessary for the company to reflect its new brand. The refreshed website implements the new branding and color scheme upgrades to stand out from the pack while focusing on the company’s polished track record of providing protection against costly server downtime, spotlighting 97 percent customer satisfaction and 99 percent customer retention rates.

To experience the new Park Place brand, visit www.parkplacetechnologies.com.

About the Author

Jennifer Deutsch, Chief Marketing Officer
As Chief Marketing Officer, Jennifer leads Park Place’s marketing and communication teams with a focus on growing the Park Place Technologies brand as the global leader in data center and networking optimization.