Brand Transformation Project To Align Identity And Proposition


Cardwave are pioneers of flash memory solutions providing tailored selection, integration, and duplication services for OEMs, ensuring the long-term integrity of devices using the industrial variants of the technology.

They also offer specialist data services including hardware erasure and recovery.


Over time, Cardwave’s business had evolved into four divisions – Cardwave, Secure Drives, Trusted Memory and Card Copy. Sharing elements of a visual identity, each division had their own website and proposition, which was time-consuming and complex to manage, market and maintain.

Additionally, the extremely successful nature of Cardwave’s offering was not represented by the brand identity, instead, coming across as a small business. This was furthermore complicated by the presence of the Secure Drives division, which offered a significantly different proposition, confusing the overall brand story.


By building a relationship with the business owner, we were able to build an understanding of the journey his business had been on, where they provided value for their customers and the challenges they faced with the existing brand architecture.

By truly appreciating his requirements to grow his business and carrying a full brand audit, we were able to develop a brand strategy for the Cardwave business that delivered a clear proposition without the need for all four divisions.

Reintegrating Card Copy and Trusted Memory into Cardwave enabled us to simplify the brand management requirements and effectively articulate a more comprehensive business proposition under one brand.

This supported one clear vision of developing tailored flash memory solutions for technology manufactures through a range of services.

We then developed this vision into the core messaging based on the concept of helping manufacturers select, integrate and duplicate the most appropriate flash memory for their technology.

This supported a clear challenge for designers around the integrity of their devices relying on the quality of the flash memory used, and Cardwave’s ability to understand the operating requirements and recommend an appropriate solution. By defining and aligning their core USPs within this offer, Cardwave could now succinctly articulate its offer.

The visual identity was refocused

To reflect a more established brand, the silhouette of flash memory cards was introduced into the look and feel, with a wave representing the processing of data within a new logo.

We also introduced a new primary brand colour purposefully steered clear of the blue associated with technology companies, choosing a warm and supportive orange that would stand out to Cardwave’s target audience. An updated and accessible font type, Tajawal, was adopted to provide character and represent the uniqueness of the business.


The new brand was launched in June 2020 alongside a new website, with visual guidelines, corporate assets, stationery and signage created.

With the launch, Cardwave’s identity was transformed overnight from a complex and misunderstood offering that obscured its successful history, to being a brand that befitted a business that is so clearly the leader in its field.

The positioning of the business and its services also allowed for the adoption of one simplified and manageable marketing strategy. Furthermore, the streamlined offer has made it easier for consumers to seek help and support from the company in all things related to this sector.