Archive for the 'Brand Identity' Category
Designing a brand of nicely engineered tools.
A collaboration between Liquid and HerbstProdukt.
Hextec, a leader in the tool category is based in Shanghai, but sells its products to retailers worldwide. In its effort to continue to grow its market share, the company wanted to develop a set of products specifically designed to appeal to a younger and more design savvy consumer. Realizing that they needed to work with a design team that has a fresh approach and a global perspective, the company reached out to HerbstProdukt for the industrial design and to Liquid Agency for the brand identity component of the assignment. The two firms are both based in Silicon Valley and have collaborated on award winning products that range from consumer electronics to kitchen tools.
Hextec: A brand that is rugged and sophisticated.
HerbstProduckt took the lead on the assignment by developing an industrial design language that positions the brand as a premium alternative. According to Scot Herbst, principal of HerbstProdukt, “I felt that the brand should be perceived as being about hard working tools that just happen to be beautifully designed. They are sophisticated, but in a very industrial, very rugged kind of way. ” The brand language leverages “hexagonal” geometric details inspired by the brand name, and suggests concepts of engineering, precision and quality. Scot discussed these ideas with Alfredo Muccino, the founder and Chief Creative Officer at Liquid Agency, and they agreed that the logo should embody these same qualities.
Engineered to stand out for all the right reasons.
The brand identity steers away from a decorative approach, instead it is a very simple and bold typographical solution in which the the “X” in Hextec becomes the most iconic component. The design of the Hextec identity takes into consideration the fact that it needs to be showcased prominently on the products becoming an easily recognizable signature element. The color red implies strength and power, while the grey alludes to the industrial nature of the products. The combination is not new, but the way in which the industrial design and the identity design are combined offers an alternative to traditional tools that is definitely contemporary and modern. According to Alfredo, “We’re very happy about the balance that we have been able to achieve between elegance and functionality. The brand stands out from the alternatives, but it does so in a way that it will be considered a serious tool. The brand’s elegance is born out of its purposeful engineering, we steered away from any type of decorative aesthetic”
Elegant packaging is focused on less, not more.
According to Alfredo, “We are using the Hextec Screwdrivers as the starting point, but in reality Liquid is working on a packaging system that can be applied to a full range of products”. The packaging will be designed to convey the premium level of the brand – and will need to accommodate products that hang on pegs and products that sit on shelves. “We are still at the very early conceptual stages. But we hope that the packaging will be as smart as the products – which in our opinion means less packaging. I am challenging our designers to “engineer” the packaging design solution to use the least amount of materials and minimize the impact on our environment while lowering the manufacturing costs. That’s what we consider to be smart design.”
Helpful links.
Liquid & Aviat are winning awards.
Liquid wins REBRAND 100 Global Award for the branding of Aviat Networks.
Winning awards is always flattering. It means that respected professionals think you do the kind of work that sets new standards in the industry. When that type of recognition comes with an international pedigree, then it’s something worth celebrating. And, that’s why we’re excited to announce that Liquid won a 2011 Rebrand Global Award for the rebranding work we delivered for Aviat Networks.
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Winning a REBRAND 100 Global Awards is a significant accomplishment.
The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands from across the world — meaning a brand “transformation”. Featured in publications like The Wall Street Journal, CNN Money and Bloomberg Businessweek, this annual competition receives entries from global organizations, Fortune 50 corporations, small businesses, entrepreneurs, nonprofits, cities, and universities from around the globe. Some past winners have been based in Brazil, Canada, China, India, Italy, Lebanon, Romania, Australia and the United Kingdom, in addition to the US. Aviat Networks was selected for a 2011 Rebrand 100 Global Award of Distinction. “We are honored to receive this award. This is a significant global competition, and it’s nice to know that we can compete with some of the best agencies in our industry at a global scale” said Alfredo Muccino, the Chief Creative Officer of Liquid Agency.
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A distinguished panel of judges selects the winning entries.
Each year, a multidisciplinary mix of respected international industry experts gathers to jury the competition. The entries include before and after examples of the work with written summaries outlining the strategic thinking behind the design execution. Some of the criteria used to evaluate the viability of the work includes:
• A clear evolution or transformation to meet strategic objectives
• Exceeded expectations and/or incorporated an element of surprise
• Spurred an emotional connection in the target audience
• Intelligently executed and capable of being implemented across a variety of media
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Aviat Networks underwent a major transformation.
Our client was originally known as Harris-Stratex, however, due to a change in ownership and a shift in its business focus, the company needed to evolve its brand. Liquid was hired to manage the brand transformation process. This extensive project included crafting a brand strategy and messaging platform, developing a new name, and designing a comprehensive identity program. Today the company is known as Aviat Networks and has quickly developed a reputation as a leading provider of end-to-end wireless solutions to clients that include public and private telecom operators in countries across the globe. Click here to read the full case study.
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Q&A with Myspace SVP of Communications Rosabel Tao
An exclusive interview with Rosabel Tao of Myspace.. Ms. Tao led a discussion on brand relevancy at the Liquid Brand Summit, held March 1 in Palo Alto. View photos of the Summit here.
ABOUT ROSABEL
Rosabel Tao is an accomplished corporate communications strategist with two decades of experience creating integrated, multi-disciplinary communications programs and building communications organizations from the ground up. She’s worked with a broad portfolio of companies in a full range of growth stages-from global brands to start-ups, including of Bank of America, Microsoft, HP, Levi Strauss, Safeway and Spot Runner.
Q: As brands evolve, so do their audiences. What are some tactics companies use to ensure brands remain aligned with their core audiences or adapt to new audiences as market forces change?
A: First, brands need to be very clear about who their desired target audience is and focus on serving that audience. This is more difficult than it sounds – I’ve seen many companies try to be all things to all people for fear of not capturing everyone who could possibly want their product/service. Oftentimes, this results in an offering that is too broad to appeal deeply to any one audience and prevents the brand from truly taking root. It’s best to build a core, loyal audience first and expand from there.
Disneyland, for example, has historically catered to families with children. Over time, the theme park has added new rides and shows and expanded some of its marketing to appeal to a broader audience, but at the heart, it continues to remain true to its core demographic.
Starbucks is an example of a company that built a loyal core audience for its coffee drinks and the experience of its stores. There was period of time when it expanded very quickly and got into music, food, ice cream, merchandise and more – and it lost focus of its core customer and started losing marketshare to a wide array of competitors. Since then, it has recommitted itself to its heritage of coffee and the store experience.
Q: If brand relevancy is partly based on perceptions (i.e. the perception of the market, media, customers and partners), what do think are some of the main challenges to managing customer perception? Can you give one or two specific examples of brands that have been successful or unsuccessful in changing and/or managing perception with regard to brand relevancy?
A: The challenge is that many factors influence customers’ perception of a brand, some of which are controllable and some of which aren’t. What is controllable is the direct experience they have with the company, such as quality of the product and customer service. What is not controllable is what they hear about the product – from their peers, the marketplace, press, blogs, etc. While these factors cannot be controlled, they can be influenced. Sometimes a brand that is in a stagnant or challenged state can be turned around with a game changing “moment in time” that in essence, acts like a defibrillator. This is a gamble, but it can work IF it is followed up with a longer term, sustained approach that delivers on a new promise.
John McCain’s selection of Sarah Palin as his vice presidential candidate wasn’t enough to win the election. But one’s loss is another’s gain . . . Saturday Night Live became hot again with Tina Fey’s skewering portrayal of Palin. Fey’s first Palin sketch became NBC.com’s most watched viral video (at that time) with 5.7 million views by the following Wednesday and the October 18, 2008, show had the best ratings of any SNL show since 1994.
Last year, when Conan O’Brien was being pushed aside for Jay Leno, he published a heartfelt manifesto to the “People of the Earth” that immediately cast him as the underdog hero, rallied his supporters and swayed a lot other people – particularly younger audiences – to Team Coco.
Time Warner attempted to change its old media perception with its merger with AOL. The marriage of those brands didn’t ultimately work out so well but AOL’s acquisition of HuffPost might.
Q: Technology plays an important role in helping brands to create unique customer experiences that build brand relevance and loyalty. For example, the ability of a brand to customize a customer experience based on their specific likes, dislikes, needs and desires. Can you give one or two specific examples of brands that have used technology and the digital experience to build brand relevancy with their customers?
A: I’m a big fan of the Pepsi Refresh Project. I’m sure everyone knows the story, but in 2010, they opted out of airing a TV ad during the Superbowl and announced they would create contests to give away millions of dollars in grants to fund good ideas that make the world a better place. They conducted an amazing viral campaign that spread like wildfire – and the campaign continues to feed itself through technology – contestants submit their ideas online, the approved ideas are publicly posted online where people vote for their favorites and contestants have to use social media, mobiles apps and texting to rally votes for their cause – thereby exponentially spreading the Pepsi brand.
Another good example of a company that has leveraged technology very well to establish brand loyalty and relevancy is Amazon. Amazon started as an online book seller and expanded its core offering to many other e-commerce categories to meet the growing needs of their audience. With its use of technology to personalize the shopping experience (i.e., recommendations engine, public customer reviews, etc.), along with competitive pricing and superior customer service – it made e-commerce a serious competitor to bricks and mortar stores and was a major force in shifting the dynamics of retail sales forever.
Myspace recently relaunched as a social entertainment destination for Gen Y – which is entertainment with a social media layer. It’s using technology to create a rich, highly personalized experience for people to discover content and connect with other fans who share similar interests. Users actually personalize the experience for themselves by expressing interests, sharing tastes and knowledge around particular topics, and scouting out up-and-coming subcultures.
WATCH FOR MORE FROM THE LIQUID BRAND SUMMIT 2011
We’ll soon be publishing more content from the Liquid Brand Summit, including additional video interviews with our expert session leaders, as well as key findings from the Summit’s 10 sessions.
Also, check out this year’s top tech brands, as named by the the Liquid Brand Impact Report 2011.
For more on brand transformation, visit Liquid Agency.
No commentsQ&A with Chuck Eichten, Design Director of Nike DNA
Read our exclusive interview with Chuck Eichten, Design Director for the Department of Nike Archives, and a session leader for the Liquid Brand Summit taking place March 1, 2011 in Palo Alto.
Every great brand has a powerful story to tell. By creating these stories and sharing them, brands can build a powerful, emotional connection to their audiences. Without question, brands that master the art of storytelling have an advantage over the ones that don’t—take Nike for example. In this Q&A, Chuck shares his thoughts on the important role brand storytelling plays in building a brand’s identity and culture.
ABOUT CHUCK:
Chuck Eichten started at Nike as an apparel designer in 1996 and later moved to Nike Brand Design where he led the packaging, the logos, the books, the posters, the retail spaces and event experiences. Chuck is currently the Design Director for the Department of Nike Archives (DNA). In DNA he helps gather and preserve the Nike stories, and find fresh new ways of telling them again. The story of how the first best-selling Nike shoe was born of a waffle iron. How Phil Knight, when he first saw the swoosh mark, said reluctantly, “Well, I guess I’ll get used to it.” Why Michael Jordan wanted to sign with adidas out of college.
INTERVIEW EXCERPT:
Q: Why do you think the concept of “story” is so compelling to people, and how does story influence the brand?
A: Stories are compelling because that’s how our lives unfold. Stories provide context to what happens in our lives. You have a story to accompany anything that happens in your life. When brands tell stories, it makes them feel more real, more alive, more honest…more like us.
Stories influence brands the same way stories influence our lives. Grandma tells us a story and it becomes a part of who we are. It explains something about us. Stories are something we share as families, and as employees. Our stories make us unique, and help us imagine the traits that set us apart — and likely way above all the rest.
Stories of strength, of obstacles overcome, of passion, and belief, mistakes made and hard work that paid off (maybe even when no one else believed it would), that’s something to build a family or a brand around.
MEET CHUCK:
Learn more about the Brand Summit and how you can get a chance to meet Chuck Eichten, click here.
READ THE FULL INTERVIEW:
To read the full interview, please click here.
Liquid Agency helps develop and launch the latest Olive product.
Liquid works on Olive’s new HD music server, the amazing O6HD.
Olive Media recently announced the release of their latest and most advanced HD Music Server, the O6HD. This amazing new product has been specifically designed for audiophiles. The new O6HD delivers the best quality sound of any system that Olive has ever made, while also offering wireless connectivity, storage for up to 20,000 high resolution tracks, an extremely easy to use interface, and a 10 inch color touch screen.
Liquid has been involved in the development of the product from the very beginning, working collaboratively with Olive’s management team and with Scot Herbst – the exceptionally talented industrial designer who is responsible for the O6HD’s unique form factor. Scot is currently designing products for Slice (another Liquid client) as well as CB2, and during his career he has also designed products for HP, Nike and other high visibility companies. Scot has done an excellent job of understanding the essential values of the brand and translating them into a product that is distinctive, elegant and highly functional. The O6HD is truly a unique product that breaks the mold of traditional stereo components and offers an innovative solution designed for people who value high quality design and audiophile level sound.
Olive was started in 2005 by Oliver Bergmann with the objective of creating products that provide all of the benefits of digital technology with none of its drawbacks. Although the iPod has revolutionized the way that music is consumed, it has also diluted the music experience due to the fact that compressed files do not capture the subtleties of sound that the artists intended. Dr. Bergmann, a music lover who is also an innovative technologist, saw this as an opportunity to offer people a better experience. Through Olive he develops highly sophisticated solutions that preserve the quality of sound, offer a very intuitive user experience, include storage for all of your music – all at a cost that is remarkably reasonable compared to other solutions of this quality level.
Alfredo Muccino has been collaborating with Oliver to craft the brand strategy and messaging, develop the industrial design language, and direct the creative execution of the brand identity and marketing materials – as a consequence, Olive is now recognized all over the world as the leader in its category. Just type digital music server on Google, or pick up magazines that range from Rolling Stone to Stereophile and you will find that critics rave about the brand. Even David Pogue from the NY Times is a big fan!
“The O6HD is the culmination of years of engineering and design. We are very, very proud of this new product because it offers an exceptional experience to people who are serious about music. From the aesthetic qualities to the purity of the sound, the O6HD is truly outstanding” said Oliver Bergmann, CEO and founder of Olive Media. “We would like to thank Alfredo Muccino and Liquid Agency for their help and support throughout the development process and the launch of our newest and most sophisticated system. They have been great partners!”.
For more information on Olive, check out their website: www.olive.us
No commentsLiquid helps launch Comcast’s new social media venture:Tunerfish
New brand identity for Tunerfish has lots of personality!
According to John McCrea, General Manager of Tunerfish, the company “lives at the intersection of social and TV”. Tunerfish is a new social media application that lets users share what they’re watching on TV so that people can discover new shows and see what’s popular with their friends….while earning rewards for being active. The site is still on its “beta” phase, but we love it already…and you will too. Be sure to download the iPhone app…and get ready to get hooked! Sign up now!
Tunerfish was developed while John McCrea was VP of Marketing at Plaxo (which became part of Comcast in 2008). BTW: Check out John’s blog …lots of cool insight into the workings of Silicon Valley and Social Media. Working with Nida Zada, Plaxo’s Director of User Experience, John championed the idea that there were opportunities for Comcast to leverage its network and join the social media conversation…and from this concept emerged Tunerfish – which was officially launched in June at TechCrunch Disrupt. Altough still in its infancy, the company has started to generate buzz with mentions in AdVenture and the NY Times.
Having worked with John in the past, we were very happy that he called upon us to help him and Nida develop a brand identity for their new venture. It was a pleasure working with both of them, since they are smart, experienced and have a great sense of humor. Yet, this does not mean that the project did not have its challenges. John knew he wanted an identity that had lots of “personality” and he pushed us to continue exploring until we landed on the friendly character that now represents the brand. He was very encouraging and patient along the way…but did not want to settle until we came up with something special.
The real breakthrough came when we decided to “dress up” the little “Tunerfish” in clothes that represented the types of shows that someone might be watching. Holding on to a martini glass helped represent “MadMen”, and sporting fangs was perfect for “TrueBlood”, while a hat and cigar suggested the gangsters from “Boardwalk Empire”. These icons become part of the reward ecosystem by which you get recognized for being a fan…or being an influencer…and now we have created a whole library of these quirky and fun little characters.
By the way, one last little secret about what happened behind the scenes: At some point we had to “sell” other people on the team. That’s when we mocked up the Tunerfish “plushie”. As anyone in Silicon Valley knows, these days if your brand can’t be a great “plushie”, it simply will not measure up!
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Celebrity endorsement: The road to fame or the road to shame?
Sometimes celebrity partnerships work out very well. And sometimes they can be a disaster.
For example, In 2004 Glaceau VitaminWater recruited the rapper 50 Cent to help promote the brand. He created his own VitaminWater flavor and sales of the brand skyrocketed among young consumers. Nike’s relationship with Michael Jordan is the stuff of legend. And Priceline has done well with William Shatner for over a decade; and lately Dr. Dre is using his own brand to help promote HP’s Envy notebooks. These partnerships have worked out very well.
Of course, that’s not always the case. Tiger Woods’ personal issues became a fiasco for several brands – while allegations of drug use by Kate Moss led to Chanel, Burberry and H&M terminating their relationship with the model.
Do the benefits of working with celebrities outweigh the risks? Can a troubled celebrity seriously damage a brand that is being endorsed by them? What can brands do to protect themselves from negative publicity generated by celebrities associated with the brand? What’s the best way to structure such relationships? Which brands have done this well? When do brands drop the relationship and how?
We’d love to hear your thoughts. Please post your comments!!!
3 commentsTurning customers into brand advocates: What’s the secret?
Some brands create such strong customer communities that they are practically cults.
Apple, the Grateful Dead, and Harley Davidson are a few good examples. The customers for these brands become part of a tribe – with its own culture and sense of belonging. The brands that succeed in creating such a strong connection among its customers and employees benefit from exceptionally high levels of loyalty, to the extent their customers rarely practice brand-switching – instead, they actually promote the brand actively – and often try to convert others into becoming “brand believers”.
I am curious to see if anyone has any thoughts on how do companies create such strong affection for their brands that their customers are compelled to become active brand champions? Does this phenomenon happen on its own…or is there a secret to help it along? If so, what are the programs that are put in place? How are they run? What are the strategies and tactics that turn average customers into brand advocate superheroes? On the other hand, in your experience what have brands tried that simply does not work?
Your thoughts and ideas are welcome. We look forward to hearing from you!!!
12 commentsProduct design by Liquid debuts at 2010 HouseWares Show.
In March, I attended the HouseWares Show in Chicago along with our our client, Slice, who was debuting a new logo, new booth, and a whole bunch of new products – including a new box cutter I co-designed with Scot Herbst. In terms of product design, this is a first for Liquid, and it was a very exciting event. Slice is a small company that makes a very cool set of products that cut, grate, chop…and, of course…slice. The product line includes peelers, graters, scissors, utility knives, kitchen knives, nail clippers..and now a box cutter. Liquid has been involved with Slice since the very start, when I helped design the product that launched the company – the iSlice – a simple one-sheet cutter with a very small ceramic blade. This product is still a best seller today, although it is now marketed as the “Safety Cutter”. From the beginning we’ve worked closely with TJ Scimone, a very dear friend, and the Founder / CEO of Slice. Over many breakfast meetings we worked together to defined the company’s brand strategy and business direction, and as the Brand Architect for Slice I have had the pleasure to be involved with every possible manifestation of the brand.
Most importantly, Liquid has helped develop relationships with some of the world’s most celebrated designers, including Karim Rashid, Michael Graves, and Yves Behar. We’ve also been instrumental in identifying fresh talent, like Scot Herbst – who is the man behind the popular Kaiku brand, and is now helping develop many of Slice’s new products. At the beginning, Liquid provided all of the design services necessary to launch the company, including the logo, packaging, literature and website. Today, Slice continues to grow at a rapid pace, and we remain integrally involved in every aspect of the brand’s evolution – with a great emphasis on product development – and as the Brand Architect for Slice, Alfredo Muccino provides high-level strategic and creative direction to a very diverse and very talented group of independent designers. For example, we worked on the packaging with Tom Crabtree, creative director of Manual in San Francisco (Tom designed the iPhone packaging at Apple) who collaborated with one of Liquid’s former Creative Directors, the very talented Joshua Swanbeck. They both put their considerable skills to work for Slice and revamped the entire packaging system as well as refining the Slice identity and creating new literature. We also tapped the talents of Jan Habraken, a multi-disciplinary designer originally from the Netherlands, now working in NY. Jan designed the new Slice booth – which got almost as much attention as the products. Good work, Jan!
The 2010 International HouseWares Show was a great success for Slice. According to Phil Brandl, president of the International Housewares Association, “We were encouraged by the significant increase in international buyer attendance this year as well as by the reports that U.S. retailers and senior executives were present in large numbers.” The Slice booth was visited by buyers from all over the world, including Japan, Korea, Australia, Germany, the UK, the Netherlands, Brazil and more. All of the visitors lauded the Slice brand for the quality of its product design as well as for the elegance of its presentation.
To much acclaim, Slice introduced a new Salt and Pepper Grinder by Karim Rashid – who showed up at our booth and helped introduce the new product. Slice also launched a complete set of personal care accessories by Michael Graves – the acclaimed architect who is also well-known for his product designs for Target and Alessi. Being able to introduce the Box Cutter that I designed along with Scott Herbst in such amazing company was quite an honor.
The Box Cutter uses ceramic blades that last 10X longer than traditional metal blades, while its unique shape offers a better grip and improved safety features. Without a question, the design of this product sets it apart from all other utility knifes on the market. We are currently at work on a number of new products and look forward to sharing them with you as soon as we make progress. In the meanwhile, please let us know what you think of the work we’re doing for Slice.We’d love to get your feedback…and any suggestions for new product extensions!!!
Great design from our friends at WSDIA in NY.
WSDIA: A very talented group of people that take design seriously.
On a recent trip to New York I was introduced to a small, but very talented firm: WSDIA.According to their website: “Our name WeShouldDoItAll (WSDIA) is simply a goal. Designers and all other professionals alike should not feel constrained to some singular expertise. To survive our own creative game, it is imperative to know that there is not one absolute solution to a given problem. To immerse oneself within different avenues of creative production and mediums forces you to consider the otherwise unconsidered. It’s that method of working that’s exciting and motivating to look forward to the next transition.”
Nice people. Lots of talent. And plenty of ambition.
I was introduced to Jonathan Jackson & Sarah Nelson, two of the three principals at WSDIA, by my very good friend (and also very talented designer), Chris Vivion. In the course of my travels and my work I meet a lot of designers. Sometimes I meet people who are exceptionally talented…on occasion I meet folks who are really smart…and at times I meet designers who are very nice people – alas, they’re personality does not always match up to their work. Meeting Jonathan and Sarah was refreshing because they represented a combination of the best qualities I find in true designers: talent, curiosity, passion, intelligence and ambition. On top of all these great qualities, they struck me as unassuming, approachable, and extremely nice people. BTW: By “ambition” I don’t mean a drive to make a lot of money. No, no, no. I mean the ambition to keep pushing the limits, and the desire to do bigger, better, more interesting and more meaningful projects. That’s the kind of ambition that people that end up being really, really good must have. And the folks at WSDIA have plenty of it.
New Practices New York
Jonathan and Sarah shared with me several projects that I thought were really smart and exceptionally executed. I really enjoyed the New Practices New York exhibition design.
This project exemplifies the firms ability to create striking solutions that blend the aesthetics of architecture and graphics in a combination that is visually fresh and dimensionally interesting. I learned that WSDIA is made up of people that come from backgrounds that include architecture, graphics and fashion…which may explain why their work is so multifaceted. I love the physical nature of the signage and the attention to detail that went into the execution.
Young Guns Live
Another project I really liked is the Young Guns Live project for the Art Directors Club of New York.
For this assignment the team created a set that they photographed as the key visual for the marketing materials. The typography was created from brown fabric and stuffed with cotton (now named, ‘Gotham Stuffed’). The end result is whimsical and sophisticated…and although it is definitely avant-garde, it evokes a certain level of craftsmanship that is not all too often part of today’s design aesthetics…which is what makes it so special and fresh.I look forward to seeing what this talented team will be designing next. In the meanwhile, if you have any thoughts, please feel free to share them.
Thanks,
Alfredo Muccino
Chief Creative Officer
Liquid Agency
