For an innovative communication technology product, we needed to create a brand that illustrated the magic of being connected.
Strategic Challenge: To create a brand that was both B2B and B2C.
Creative Challenge: To move beyond product features and tell a more emotive story.
What emotions and personality did we want to create for the brand?
This project was all about the experience - the fundamental question was how did we want to make people feel when they used this technology?
The simple answer was Connected - Safe - Empowered.
The longer answer was we wanted to give the brand a VA VA VOOM feeling that came from enhanced team performance.
To make that magic happen we used the 'Magician' brand archetype with a touch of 'Liberator'.
Throughout the brand we wanted the words and design to move to a beat. The words themselves have three beats, and we wanted that to be reflected in the tone of voice and headlines.
For a business with leading technology, we wanted to create a brand about the people not the product. As a people-centric business, it was vital for the brand to feel alive and engagaging to people.
The brand narrative was about two things:
1. A sense of belonging - feeling safe and empowered.
2. Enhanced performance - that comes from working as a team.
VoCoVo has gone on to become one of the UK Fast 50 – the foremost technology awards programme run by Deloitte.