Looking to the Future, MITA’S make-over
Written by MITA
MITA, the Government’s information and technology arm, recently launched a successful rebranding exercise, Dayna Camilleri Clarke caught up with Clive Farrugia and Anthea Xuereb to discuss the timing and rationale for MITA’s exciting new image
MITA is rebranding, what drove you to conduct a rebranding exercise at this point in time?
As a part of our 30th anniversary this year, the timing is appropriate to conduct a rebranding exercise. A lot has changed during the legacy of our business, especially pertaining to technology and the role of MITA. A new identity allows us to connect with new generations and stay relevant. In addition, later this year, MITA will launch its new strategy, which will also be in parallel with the branding messaging framework – ‘Our Digital Future’.
What steps did you take during the rebranding process?
The rebranding exercise commenced with a brainstorming exercise which highlighted the importance of the changes within MITA and its brand image externally. This was followed by the setting up of a strategic team which was led by our marketing executives. A professional entity was selected to support us, and the exercise began to formulate through the identification of the new logo. Once this was finalised the strategic team started to work on several initiatives such as website, signages, branded stationery and merchandise.
Can you describe the new look and what led you to this particular logo?
The MITA logo displays an arrow which acts as an identifier that symbolises two things; the back-end development through coding and a forward-looking direction, meaning a vision to propel MITA into the future. This is intended to push the agency to the forefront, making it one of the best digital innovators in Malta for the upcoming years. It’s designed to channel flexibility, harnessing the power of technology into the identity of the agency.
This logo serves as a homage to the very start of the programming language age. In the beginning, the use of such languages in our world was something that caused a significant shift. It completely transformed our way of life and opened doors to endless possibilities. MITA is doing just that, by entering in this new chapter. This fresh start, with a thirst for growth into uncharted waters and prior experience, enables us to be industry leaders in the world of information technology.
The other arrow point-like symbol symbolises MITA’s ongoing journey. The dash at the top shows the starting point, is an acknowledgement of the past, while the one at the bottom illustrates the unknown yet bright future that lays ahead. MITA’s journey towards the future is one with experience and knowledge after all the brand bears a 30-year legacy which warrants celebration.
What different products do you offer compared to 30 years ago?
MITA keeps abreast of international and industry norms, and the evolving local priorities and needs to effectively assist the Government in establishing a vision for the application of digital technologies within Public Administration. The agency serves as the eyes and ears on cyber-related matters, on the operations of Government’s digital shared infrastructure and business-critical information systems. It takes the necessary measures to proactively prevent the problem from occurring, risks from them materialising and in the event issues do arise, to assist in bringing the required corrective actions to remediate the situation promptly. MITA partners with the relevant stakeholders to equip human resources (internal and where appropriate external to Government) with the proper technical knowledge, skills and other supporting measures in relation to the digital ecosystem.
If you were to mention some milestones MITA achieved in the last 30 years, what would they be?
During our 30 years, we have always supported Government in all ICT initiatives such as the Malta Presidency, CHOGM and ICT systems such as the taxation system, health system, among others. We have also served as an essential key player in the National ICT Strategies through formulation and implementation across Government.
Furthermore, we are increasing security across digital Government platforms so that we can operate most securely while providing the best possible technology.
This is why MITA’s ‘Our Digital Future’ is divided into the following arms:
Shaping Our Digital Future
Supporting Our Digital Future
Securing Digital Future
How much time would you recommend a company allocates to a successful rebranding exercise?
In our case, we decided to create a big boom rebranding initiative by keeping the rebranding secret for around one year before an intense launch.
A new identity allows us to connect with new generations and stay relevant. In addition, later this year, MITA will launch its new strategy, which will also be in parallel with the branding messaging framework – ‘Our Digital Future’.
