Prodapt started out as the IT arm of the Jhaver group — a global business conglomerate. Today, Prodapt is one of the leading software services companies catering to the telecom industry with a presence in 30 cities across 6 continents and a global strength of more than 5000 employees. It provides softwarization of networks, IT consulting, product engineering and digital transformation services. In the future, it wants to expand its client base to Digital Service Providers (DSPs) and hyperscalers. It also wants to attract and retain the best talent. We were asked to collaborate on a rebranding exercise to achieve these goals.
Founder-CEO Vedant Jhaver said, “…make us look bigger than we are…make us look like a cool company…”.
We unpacked this statement over multiple meetings with him and other top executives at the company. We found that this desire to look “bigger” and “cooler” was tied to the business ambition of working with a better class of customer and winning bigger contracts.
Prodapt’s existing perception as a highly specialized player relevant only to telecom, was holding it back. A deeper dig revealed that this perception was a direct result of how Prodapt talked about its work to the outside world. Clients associated Prodapt with deep expertise in telecom but failed to see the strategic impact of the work.
Probably why, in the CEO’s words, “…Prodapt does the most difficult projects but doesn’t get paid accordingly..”.
Prodapt also wished to expand and consolidate its size. In the industry, bigger contracts tend to elude you if you do not have a certain size.
We interviewed selected employees from different functions and geographies. We asked them what they thought of Prodapt. They called Prodapt “flexible, vibrant and open”, but perhaps not “cool”.
How can Prodapt come to be seen as an experienced, mature, forward-thinking strategic partner rather than a sincere tactician?
How can Prodapt appeal to a much wider set of businesses through its presentation of its services?
How can Prodapt attract and retain the best tech talent?
Having characterized Prodapt, we set out to change that character.
First, a rethink of Prodapt’s narrative for clients, prospects and the wider world. Up till this point, Prodapt had been saying it helps telcos make their networks better, by ensuring the lights stay on, or, by helping them expand, provision or otherwise operate better.
Telcos, in turn, are largely conduits carrying data between service providers and end users.
So, in the end, the work Prodapt is doing enables service providers and end users to connect.
Let’s broaden the canvas on which Prodapt exists, we thought. Let’s re-situate Prodapt between the world of services and the world of users (as opposed to telecom and users).
Prodapt doesn’t just work for telcos, but works on telcos for everyone else. It allows users to plug into services and vice versa.
We came up with ‘Switch on the world’ — an encapsulation of Prodapt’s new narrative — an elevated, visionary statement of Prodapt’s place in the world.
To be effective, this new narrative would have to influence the way Prodapt talked about itself to both external and internal audiences.
When talking to clients and prospects, Prodapt should focus on the business outcomes of its work, rather than tactical details and metrics. When talking to talent, Prodapt should dial up the impact its employees get to make in the everyday lives of people.
We express the new Prodapt brand through a corporate website, an onboarding portal, a corporate video and a brand book.
Through its visuals and words, Prodapt’s new corporate site signals a confident, modern and mature company capable of leading the industry.
The Prodapt triangle generates a grid, which along with the Prodapt red, forms the heart of the visual style. Consciously chosen images show Prodapt in the real world, through the result of its work, rather than showing tech.
Services architecture is rationalized and services are renamed. Service descriptions are rewritten to highlight the business outcomes they would affect. The on – ground mechanics involved are downplayed. Selected success stories and insights have also been rewritten, with the same thought in mind. Writing workshops were held where a team of writers within Prodapt were coached on this new style.
Attracting talent is addressed by a separate microsite that speaks to candidates in a relaxed, open manner about what Prodapt had to offer. It brings Prodaptians to the centerstage, and highlights the impact of their work on everyday life of people. It tells stories of Prodaptians’ growth and character. It humanises Prodapt’s leaders. Ultimately, it amps up Prodapt’s desirability as an employer. Visually, it carries forward the corporate site’s language.
A smart corporate video speaks to all businesses, positioning Prodapt as a strategic partner with a considered understanding of what gives any business an edge. It presents Prodapt as a decidedly forward-thinking company, sure of its capability and impact on the world and the everyday.
The Red Book is a primer to Prodapt, aimed mainly at prospects and new hires. It is a unique document that distills Prodapt’s services, impact on clients’ businesses, competitive advantage and vision into a box set of two pocket-sized books. Lucid and economical, it uses descriptive as well as thematic images, making for a rewarding 20 minute read.
Carried out collaboratively over a year, this exercise has transformed Prodapt’s self-image and how it talks to the outside world. Most importantly, it has allowed Prodapt to broaden its ambition and armed it with the right set of tools to get there.
software services firm of the future
Prodapt is a software services firm from Chennai, India. It writes, runs and maintains the software systems telcos need to function. It also automates and digitizes their processes. Prodapt wanted to acquire bigger clients and bigger contracts, and attract the best talent. We were approached to help them enter this better league through a rebranding exercise.
A considered reposition
Up till this point, Prodapt was claimed only to focus on telcos. It helped telcos serve customers better by optimising their networks. Thus, it was situated between the telco and the customer. We realized that the world as we know it is a world of services we use everyday. But we reach this world through the medium of a telecom company that supplies the means to do so. What if we could take advantage of this intuitive idea? Prodapt is after all a critical player in making this world of services accessible! We broadened the canvas for Prodapt. We re-situated Prodapt as connecting the world of services to the world of users. This makes the prodapt positioning very broad without taking telcos out of the picture. It’s a position that has an appropriate dash of the future, while preserving present interests.
Switch on the world
‘Switch on the world’ is how we put this new position into words. We expressed the new Prodapt brand through a corporate website, an onboarding portal, a corporate video and a brand book.
A better speak
The website homepage is completely rewritten, dominated by broad, business level messages. Telecom-specific terminology is demoted to inside pages. Selected success stories and insights have also been rewritten, with focus on downplaying on-ground mechanics and amping up the business outcomes enabled. The core idea is to talk about the end-effect of the work, rather than the specifics of the work itself. Writing workshops were held where a team of writers within Prodapt were coached on this new style. .
A fresh look
The Prodapt triangle generates a grid, which along with the Prodapt red, forms the heart of the visual style. A modern typeface with a mechanistic flavour suits this kind of company well. Prodapt’s people shot in realistic settings lend authenticity.
A corporate video
A smart corporate video speaks to all businesses presenting Prodapt as a decidedly forward-thinking company, sure of its capability and impact on the world and the everyday.
The Red Book
The Red Book is a primer to Prodapt that distills Prodapt’s services, impact on clients’ businesses, competitive advantage and vision into a box set of two pocket-sized books. Lucid and economical writing combined with thematic images makes for a rewarding read.
Attracting talent is addressed by a separate microsite that speaks to candidates in a relaxed, open manner about what Prodapt has to offer. It brings Prodaptians to the centerstage, and highlights the impact of their work on everyday life of people. Visually, it carries forward the corporate site’s language.
Partner-in-charge Creative Director Itu Chaudhuri | Art Director Itu Chaudhuri | Brand Concept Itu Chaudhuri, Akhoury Abhishek | Design Concept Ritu Kumari | Design Development Ritu Kumari, Ashok Dey, Pradyut Nath, Saumya Dalal | Alternate Design Concept Ashok Dey | Writer Itu Chaudhuri, Akhoury Abhishek | Animation Ritu Kumari, Abhishek Ghosh | Project Management Akhoury Abhishek | Project duration 12 months