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Dataflex rebrands, opens new offices to celebrate 21st birthday

Dataflex rebrands, opens new offices to celebrate 21st birthday

ACT reseller canvasses customer opinion, rebrands and opens new offices and datacentre in Canberra

The new Dataflex complex in Fyshwick, Canberra.

The new Dataflex complex in Fyshwick, Canberra.

Canberra-based reseller, Dataflex, has celebrated 21 years in business with a complete rebranding and opening of new facilities.

Twelve months ago, Dataflex managing director, Brian Evans, sat down and examined what was then three different companies – Dataflex NSW, Dataflex ACT and the Techflex services company – and decided that a complete brand overhaul was needed to redefine the company’s image among its existing and potential customer base.

“We hadn’t really done a professional rebrand or refresh of the company in 21 years, so lining up with our 21st birthday we moved from our premises in Kingston to Barton, going from 120sqm to 350sqm, which also includes our datacentre,” Evans said.

“Techflex became Dataflex Services, and Dataflex NSW effectively remains. But as of July this year the three companies will be under a single ABN.”

Dataflex now has two locations in Canberra – Barton and Fyshwick – and one in Sydney, primarily targeting the Federal and State Government markets.

The company originated as a magnetics and computer consumables supplier, and 19 years ago moved into hardware with Acer - a long standing partnership that still remains strong. In 2005, it entered the storage business and is about to become a platinum Hitachi Data Systems reseller. Evans also recently upped the storage business to include hosting.

“We’ve got a direct fibre link between our new office in Barton and Fyshwick, with full fail over of our hosting facility to Fyshwick,” he said,

Evans brought in an external consultant who canvassed existing and potential clients to determine their impression and image of Dataflex, and used the results as a basis for recasting his company’s image.

“The average person when they walk into our [new] office is pretty blown away. It’s pretty funky, it’s a little bit out there in terms of the design, and the internals are up for a couple of awards in terms of workstation design and stuff like that. The colour spec scheme, logo and graphics that we’ve run are all based on 1970 chip design, so what you end up with is something a little avant-garde I guess,” he said.


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