Creating a digital identity
Hostbasket is the independent market leader in Belgian hosting and domain registration, with over 15,000 sites, 700 dedicated servers, 35,000 domain names, 50,000 professional e-mail accounts and a network of over 600 partners. Hostbasket was set up in 2000 and is a daughter of Telenet.
Right from the start, Hostbasket addresses “boffins” (technical specialists). The focus is very technical, with always the latest software versions and the newest scripts. It is this positioning that makes Hostbasket a worldwide niche player, specialised in domain names and hosting. But as time went by a new target group announced itself: the non-boffins. They just want a simple hosting or domain name registration and feel less attracted to the Hostbasket image.
Strategy and approach
Putting more emphasis on client orientation and less on the technical aspects, breaks through Hostbasket’s strictly technical profile. Lemento restyles the logo and develops a style which accentuates the fact that Hostbasket is a solution provider, and therefore does so much more than just hosting. This results in a fresh identity with an international appeal and one line in its communication.