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By Client, Featured


When the two global leaders in first-party data successfully merged at the end of 2017, all eyes were on them. Just before Christmas of 2017, Research Now and Survey Sampling International (SSI) announced that they had received all necessary global regulatory approvals and had closed the deal. Two data giants now found themselves as the market research industry’s largest provider of online panel data and technology-based research solutions based on opted-in data.

However, the real work was just about to begin.

At the beginning of 2018, Research Now SSI (RNSSI) faced the daunting task of not just renaming the newly combined company but rebranding the entire organization as well. After a speedy but thorough RFP process that included interviewing 10 agencies from NY to LA, the RNSSI marketing team selected Dallas-based B2B marketing firm Spire Agency to take on the task(s).

Spire immediately entered into the rigorous international search for a new name, combing through thousands of naming options over a multitude of months. No simple task considering it being a global organization with a customer base spanning 94 countries in 6 continents (60+ million people total).

Finally, one name rose amongst the ashes of the thousands of fallen others, and just like that, a new brand was born. Dynata: The leader in dynamic global, first-party B2B and B2C data.

From the approved name, Spire developed a striking and beautiful new logo. After that, an entirely new corporate business system, including business cards, letterhead, note cards, envelopes and e-signatures for all 4,500 employees in 94 countries, needed to be built along with a new capabilities deck for Dynata’s growing international sales team. Even an entirely new brand standards guide was needed quickly to keep the entire organization in line with the new brand.

Work also immediately began on a new interim microsite and a new fully-functional website, the latter of which has been hailed by the data industry as beautiful, engaging, and industry-leading. To make matters more interesting, Dynata also needed help with their Customer Symposium, a.k.a Catalyst, in Naples, FL, scheduled shortly after the brand launch.

It not only served as an exclusive setting for data professionals to learn more from industry thought leaders, but as an official launch party for the new brand overall. Spire created all the signage, collateral (invites, agendas, nametags, placards, etc.), evites and environmental branding for both the event itself and its pool party, Ignite!. Spire was also consulted on all party planning, including food, beverage and general event run-of show, and was even on-site to assist the Dynata team during the event in person.

The Dynata brand and its flagship Catalyst Customer Symposium has been launched in countries all across the world throughout 2019. A dynamic future awaits.