Rarebird was tasked with creating a brand language for a Millenial target market promoting ‘a professional product for serious use’ while emphasizing the actual product as ‘a fun and easy activity’. In addition, the booth (originally designed in a cylindrical format as shown below) must stand out in crowded and visually busy malls and university campus common spaces.
Use of a 5 step process illustration, with key words to quickly gain understanding is a key brand element on booth and in marketing materials. We also focussed energy on re-engineering the in-booth user experience and UI to ensure ease-of-use and promote recommendations.
Upon moving into our new studio on Agricola Street, we got to know our neighbour, Rollie and his team. We noticed his logo and signage could use some love so we got to talking and worked on giving Rollie a new brand presence that reflected his bright and bubbly personality, and the classic, old-school service and professionalism with which his team does business.
The Planning and Design Centre created a goal of bringing a Ciclovia style event to Halifax. A working group was struck and Cameron (at Breakhouse at the time) became a core member. Switch was picked as a name and a brand developed. Cameron continued in the working group as the event took shape, creating materials from banners and buttons, route maps to posters, to twitter backgrounds and web banners. The project continues to have a high visual impact on street and in media.
Launching a revolutionary product on a tight four month timeline, including product and booth build, Rarebird pulled together a compelling brand strategy that addressed DSLR users, 1st ACs, DOPs/Directors and Producers, using three benefit pillars: creativity, accuracy and efficiency. The brand was built for ‘gearheads’ who need products that won’t let them down on four brand principles: innovative, user friendly, robust and trustworthy.
This year, after months of continued development and feedback from testers, Andra returns to NAB 2015 with a new product, the Arc Elite and with stronger and more intuitive interface graphics.