Digi rebrands, promises better internet offerings

Digi Telecommunications has launched a refreshed brand identity with a brand promise to be "the enabler of digital inspiration". Along with a new logo, it has also launched a new tagline ‘Let’s Inspire’.

The brand refresh will be rolled out across all customer touchpoints, including its website, social media channels, advertising, company infrastructures and retail outlets nationwide. Digi’s new visual identity maintains its strong signature yellow and incorporates the Telenor logo, showing its affiliation to the latter.

In a press statement, the company said the new logo and tagline is also said to build on the data-focused operations established by the company over the last four years.

CEO Lars Norling said that the company today caters to a majority of internet customers with one in every two Digi customers having access to the internet and spending approximately three hours a day online.

“The refreshed Digi brand expresses the internet-inspired life we will enable for our customers. Our aim is to be an integral source of inspiration for customers, enabling a platform for them to connect to a melting pot of enriching content that encourages them to inspire others, and be inspired themselves,” Norling said.

Meanwhile, quoted on The Star, Albern Murty, chief operating officer of Digi also admitted that the network provider has not always been up to par in the eye of the public when it comes to providing Internet service. Hence, the brand refresh is in tandem with its strategic focus to continue bringing Internet for all. This comes on the back of extensive modernisation of its network, IT and go-to-market structures.

The work is the result of a nine month collaboration with Dragon Rouge who worked closely with the senior management team at Digi on research, analysis, strategy, brand design and engagement.

Zayn Khan, CEO Dragon Rouge Southeast Asia said there were several strategic and design challenges that the re-brand had to address which was resolved with the rebrand. He added that the agency was tasked to “help Digi to cut a clear line through the data complexity and land on an inspiring direction for the brand that syncs with Digi's business vision” .

With the revamp, Digi has introduced four distinct propositions as the bedrock of its brand promise to give valued customers a differentiated experience.

Its Digi Live product will serve to bring the latest entertainment content (video, music and games), and differentiated product bundled with the latest digital service innovation from strategic global partnerships. Digi Value will offer customers better value for money for voice and internet plans. Digi Easy will serve to provide consistent and seamless customer experience and its Best for Internet offering will provide a consistent internet experience and best social media engagement and content platform.