Thales Sales Kick Off Branding
Brand design / Campaign / Event / Video
I was tasked with creating a new identity for the Thales Global Sales Kick Off 2021
With the usual format of a live ‘real’ event out the window with Covid-19, the scope for this event was fluid. In addition to the unknown format, there was multiple senior stakeholders across the business involved in the planning of the event.
With the format of the event most likely being an online event, and the platform for the event (at the initial stages at least) was unknown, and timescales very short, i decided to begin concepting with video, since we would be unable to use the traditional methods of wowing everyone with branding a real venue, if i approached this way it could be adapted to still image banners, email and display ads and the time consuming work would be done right at the start of the project rather than rushing it out at the end.
Below is an early presentation i put together after one concept was withdrawn, leaving it down to 2 concepts;
The final selected idea was concept 1 which i refined, added music and you can view below. This identity was added to all promotional videos and presentations within the event.
UX / UI audit and redesign
UX / UI
Role: UX / UI design
Thales required a refresh on one of their website templates for research landing pages. The brief was to give it a fresh new look and increase engagement. I looked at the performance on the page and performed a UX audit.
The existing site
It has been identified that there are 4 user personas that would access the site;
The content suffered from ‘information overload’ and needed simplifying and organising in a way that would lead the customer through their journey in a structured way, leading them to the CTA. I started by making a list of observations on the page based on some stats from HotJar:
I mapped out the existing user journey of the page to see where improvements could be made. It became clear that while the page initially had a clear journey, there were a lot of routes for the user to travel in about half way down and a lot of the routes sent the user away to another page or distracted from the main goal of the page. While the page tried to cater for all users that may have arrived in the right area, but not the report they wanted to see, it did not cater for the people who were actually in the right place.
The new design
A lot of the key data points were repeated in different ways on the existing design, adding noise and distraction for the user. In addition the other recommended assets also added distraction to the user, sometimes sending them away from the site and down a rabbit hole.
Below shows how the top animate on scroll banner works. It was possible to keep the file size for this to 0.9MB so the load time was not over a threshold defined by the web manager.
SafeNet product launch
Brand design / Campaign
Role: Creative direction, Lead designer
SafeNet, a data security company was bringing a new cloud data encryption product to market. ‘Crypto Hypervisor’ delivers on-demand, key vaulting and encryption services. My role was to come up with the creative campaign to launch the product.
Initially i attended a briefing meeting to understand the market positioning, competitor information and USP. I was then able to brainstorm ideas and create mood boards around this. I set up meetings with the key stakeholders and initially presented concepts.
After a winner was selected, we went through several iterations of the chosen concept before creating the final campaign imagery. Typography and colour palette was a key part of creating a professional visual that could be applied to multiple assets ranging from social advertising, banner adverts and email campaigns
The biggest challenge was creating something outside of the typical corporate brand, but still retaining the SafeNet brand essence. Careful selection of colour palette and font treatment was an important part of retaining the brand essence.
The selected concept loosely represented the function of the product, visually; that it could store multiple keys in the cloud, for multiple applications (represented by the squares). I illustrated an abstract cipher (a device that decrypts code) and integrated that around the typography so that the text and the graphics worked together to look like a key in themselves. The visual itself was striking and memorable.
The cipher and typography design also meant that the design would work without the larger cloud shape.
I created a brand guide and multiple assets for the campaign so that other designers could create localised assets as and when needed locally, so that a universal standard was created for consistency. I also created a ‘campaign in a box’, making local teams self sufficient, in that they had everything they needed to localise or create new assets.
A virtual reality experience to make Gemalto stand out from the crowd at high tech trade shows
Campaign / Interactive / Portfolio
Role: Creative direction, User experience, Project management
Gemalto; a company in the cyber security industry, wanted to attract attention from visitors at Europe’s largest cyber security event; Info security. Working with the UK Marketing Director, we came up with the idea of creating a custom virtual reality experience to maximise the buzz around the event booth.
The main challenge was creating something that would be fun to play, but also relevant to the key messaging. To make this project a success, we needed to create a buzz around it in the industry and go viral.
After selecting a VR agency, we came up with a theme for the experience that was fun, engaging and had the wow factor as well as being related to the industry. I held regular update meetings with the agency to help steer the creative direction of the experience as well as the UX of the game flow, stepping in on occasion to create elements inside the experience myself.
During the development of the concepts, we decided to use a TRON look and feel which not only made the experience feel futuristic, it also helped with 3D processing, as the graphics could be quite simplistic, with no detailed textures bogging down processing speeds. This meant that it could run on a laptop, rather than a large, complicated Rig meaning we could make it go mobile and be easier to ship to different events.
The key objectives to this project were;
Will people have a better understanding of what Gemalto does?
Is it simple enough to play, with minimal instructions? (so language was not a barrier, and simple to pick up and play)
Is it exciting enough for people to socialise it?
I created a campaign in a box so that field marketing manager could easily take it and have a whole campaign ready to use to promote it at their events. The campaign consisted of a logo, Promotional flyers, email templates, online high score table, hashtag for social, microsite and brand guide. As well as this, we purchased 2 VR laptops and 2x Oculus rift headsets which could then be shipped out to the different regions to use it.
The experience was later brought to mobile so it could be downloaded from the app store and Google Play stores. A PR campaign was created, offering prizes to the top scores that were tweeted using the hashtag #GemaltoCyberHero.
I designed a google cardboard as a giveaway / direct mail piece so people could play the game on mobile using a google cardboard and, working with a web developer, created a microsite that would display the top scores which you can see below
Product launch campaign design
Campaign / Portfolio
Role: Creative direction, Lead Design, Project Management
Gemalto contacted me to create a launch campaign for a product called SafeNet Trusted Access, an authentication application that enables enterprises to provide single-sign on to cloud applications.
Creating a fresh new campaign under strict corporate brand guidelines meant that I would have to think creatively to get this campaign to stand out, yet fit in to the rest of the product portfolio. Working between product marketing, field marketing and corporate marketing, I managed the entire process of the project.
Initially i created a series of concepts, below is one of those concepts, which eventually led to the final design.
Here you can see the colour scheme and how it would apply to a background design element. This looks like an abstract element, but it represents the different cloud software applications that you will be able to access using a single password using the Gemalto technology. I like this because it looks like a cloud and the layers represent well the the different applications.
I developed some icons that could be applied to the imagery to help convey the advantages of the software.
Above shows how these elements could combine to a photograph of someone using the application and give the campaign its own, unique but recognisable feel
For added impact for advertising, i pushed this idea and cut out the people, making them appear completely on the circle abstract pattern background, to help it lift off the page.
After many iterations and testing on internal staff, the final concept was selected. The deliverables included a campaign microsite, this was used for display advertising, social and PPC. I also designed a suite of online banner ads to be used for affiliate advertising, email design and event promotional design as well as a brand book, so that other designers were able to work on future materials.
The final colour scheme
The concept isolated
The concept applied to campaign imagery
Suite of icons designed to be used online and in presentations
The brand guide included digital advertising. To make this stand out more, digital advertising used a solid background colour.
Microsite front end design for PPC and social advertising
Glasses Direct Rebrand
Brand design / Portfolio / Print design
Role: Lead designer
Glasses Direct, an innovative eyewear manufacturer created by Jamie Murray Wells, had a new round of investment and needed a lead designer to spearhead the rebranding of the company and translate this throughout all of their assets.
Working closely with the Marketing Director, I was involved in the research and planning of the new brand, attending focus groups and attending marketing planning sessions. The company wanted to shift from having a medical look and feel to becoming more of a fashion company. This immediately applied to their forthcoming catalogue, which traditionally had led to a surge in orders, so it was a very important piece of marketing for them.
The role involved implementing a big change to an existing tried and tested approach. The production of the mail order catalogue traditionally spiked sales, so evolving this was one of the first jobs on the list. It is distributed to 100,000 addresses, so as well as re-branding it, other factors needed to be taken into consideration like making it it economical to post, so working closely with the printer was key to the success of this project.
I began the project by creating a project timeline of key milestones, showing when the concept needed to be signed off, design time, final content received and when it needs to go to print. It then became more detailed as processes were worked out, like how I would receive images of the glasses and what work would need to be done to these images before they could be used.
Once this was done I created 3 concepts, each containing a cover design and 3 different spreads. After presenting these and iterating the designs a final concept was selected. Then I created the grid systems and master pages in Indesign for the different types of spreads which acted as a master templates so i could then get other designers to assist in laying out the content (necessary because of the times lines involved).
Creating a personality for different sets of glasses was one of the re-branding ideas that came out of the focus groups as something that would encourage people to buy glasses. Capturing this was key, so working closely with the photographer to get the right shots of the models and the glasses, was very important to get right, while creating an easy to read, clear layout for the catalogue at the same time. Having weekly review meetings with the marketing team on progress of the design to get feedback and making iterations to the design to perfect it until the team was happy with the design and at the same time representing the new brand of the company