A futuristic tale. From logo pencil scribbles to a full blown television commercial production, we did it all to take MITA out of the early 2000s and rocketed them to uncharted horizons on the 2020’s. Through a major branding overhaul, MITA now has a slick new look which truly reflects the entity that they are. Unless you don’t know who MITA are, they are the Maltese Government’s digital partner and provide the local public administration with secure digital solutions and services.
MITA wanted a brand promise and tagline that encompasses how MITA is to be perceived both internally with their employees and externally with the general public. As an agency, it aims to help push all that is digital to the future and not remain stagnant. In addition to ‘MITA, our digital future’, we enhanced this by proposing continuous verbs that could be interchanged where appropriate to continue showcasing and position that MITA is an agency of people that are doers, while also taking the opportunity to educate the masses what the agency’s tasks entail.
When thinking of the direction we wanted to go in for MITA’s new logo is no other direction but forward. The identifier that accompanies the text component of the logo symbolises this obvious direction but little did you know that it also identifies the back-end development through coding. Through this new identifier, we wanted to propel MITA into the future that it works so hard for to attain, as the IT backbone of the Maltese islands for the past 30 years. As an agency we wanted to show that they are one of the best digital innovators in Malta! This flexible design brings the power of technology into the identity of the agency.
As we previously mentioned, the logo identifier is an homage to the very start of programming language – when humankind experienced a new dawn. This new language caused a major shift and shaped humanity to the life we know and live today. This is what MITA is doing today by entering this new phase in its story. This new start, with an eagerness for growth onto uncharted waters and experience, helps them to enable themselves as industry leaders in the world of information technology.
When you look at the identifier properly, you will notice two other dashes that accompany the arrow point-like symbol that symbolises MITA’s ongoing journey. The one at the top shows the agency’s starting point, an acknowledgement of the best, whilst the other illustrates the unknown yet known bright future that lays ahead. MITA’s journey into the future is one that is accompanied by experience and knowledge – making them all the more reliable as an agency that operates in this field which is so alien to so many.
This project has to be one of the largest branding overhauls we have ever had. From basic branded stationary, to elements in the premises interior, to their digital presence. All that is MITA has been decked out with this forward-looking branding. We cannot fail to mention that the website on its own was a big project in itself with its design and development. Each design element was carefully curated to show a flow and fully embrace by being an exact portrayal of the new vision that MITA wants to put out there.
the catapulting into tomorrow.
Every shift that happens in the universe, starts off with a moment in time that is the catalyst. That singular moment where you can’t go back to the way it once was and you’re left with all there is, is to look nowhere but to the newly paved path before you.
To kick off this change in MITA’s story, we wanted to create something that will mark this moment in time, where MITA is taking the stand in bringing ‘Our Digital Future’. We produced a video where through the means of the interpretive dance artform, we portrayed this monumental change for Malta’s digital future.
Sometimes, you need to think back to basics. Body language is the most powerful form of communication, and yet it’s the most primitive of all. The emotion we really wanted to portray through the dance is this surgence of excitement for these new beginnings. A journey that will not be travelled alone, but together as one.
We were lucky enough to have on board talented individuals who understood what we wanted to say through their interpretive dance. The locations we handpicked to show the prestigiousness and diversity of what the capital has to offer in order to also appeal to international markets. Apart from making an immersive visual experience, we made sure of creating an audio to really reel in the audience and through the climactic notes bring to life this idea of a cataclysmic change in MITA’s story.