What is the outcome we are looking for from our brand strategy of a company within this category? Insights from brand and market analysis concluded that it’s a firm within a category which relies on precision, execution and reputation versus lifestyle, consumerism and repeat advertisement. Brand Identity and messaging strategy, therefore replace marketing, as these would be the primary way in which the brand would be communicated. Now, how do we take a young electric infrastructure engineering firm and communicate their technical prowess to a very specific target audience all the while generating general brand awareness? Two-fold: 1. Create a strong human factor through consistent storytelling, messaging and brand language. 2.) Be laser focused and thus clear as to what the company’s about.
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Researching competition within this space, we concluded that in order to create branding that would stand the test of time, we’d also need to break some of the molds within the corporate design language of this category. Competitor research and category analysis reported molds such as: Serious, Industrial, heavily text and image focused, and aesthetically focused on one bright primary color, with a white background. Therefore, we saw this as an opportunity to differentiate through, being fresh and interesting, minimalistic, illustration versus image focused, and tipping the color scheme on its head: white as our primary color, with black for the background. To meet this criteria and the first requisite of our two-fold strategy, we began by creating an empathetic and human superhero story that not only represents the vision and roots of the company, but also strongly communicates its mission and DNA. This would also include and emphasize the technical prowess and category which the firm represents, reinforcing the second requisite of the strategy: being laser focused in communicating what the company’s about.
In order to communicate the DNA of the company we created messaging that is direct, clear and minimalistic. We offset this and created emotion through playing with words to create dynamic slogans. These would also consistently communicate the companies mission: bettering peoples’ lives through sustainable cutting edge lighting systems. The same held true within the visual design and graphics of the branding. Few colors, clear lines and non-distracting, consistent imagery offset with a dynamic electro-lighting theme which is communicated through patterns which respond within their users’ interface.
Unifying our strategy and design work, we created a communication guide, through embedding the direction of the story, messaging and design, strengthened by an integrated visual system which expresses the engineering firms forward thinking personality and technical prowess. The reigned in two toned color system drastically reduced the noise creating a modern future proof scheme, while dynamic graphic and Image guidelines were set that can be used to create new imagery and motion graphics in accordance with the brand personality and color system. Finally, we set brand strategy guides which ensure that the differentiation factor: empathy and the greater goal of bringing sustainable power to businesses and thus individuals is not an afterthought, but rather a way of life with the company and brand.
