Create a technology brand that stands out in the visually chaotic markets of India and the UAE. Implement this through the design strategy and across all channels. Incorporate Quick Response (QR) code technology throughout the brand, and make these ‘TBV Codes’ an integral and synonymous part of True Blue Voice communications.
Throughout the project we worked closely with Paul Hodgkinson building on his original brand strategy. TBV were keen to highlight their forward thinking position in the headset and technology sector. The use of branded QR codes compliments TBV’s on-the-move consumer base and creates a consistent platform for adding value to the brand.
TBV QR codes form the building blocks of their strategy, so we developed a visual language born of the codes themselves. The grid of squares that make up each code, and in turn form the TBV logo, are the basis of the brand aesthetic and help create a bold, simple and adaptable visual language. In turn, the geometry emulates the vernacular of pixels, technology, communications, and the innovative nature of TBV itself.
This methodical approach, based on a structured grid, allows the identity to be applied universally across brand collateral. Paired with a strong colour palette and considered typography, it creates a consistent brand that stands out through its simplicity. As a communications brand TBV continually interact with their consumer base. The use of an angular speech bubble as a brand identifier and containment device reflects this information exchange and brands every QR as a TBV code.
We tackled product packaging with a similar methodology. After noticing a lack of continuity in the packaging of competing product ranges for many major brands, we standardised four pack sizes to accommodate the 15 products. All these are based around the same grid and principle, and the result is a bold, clear and unified product range.
Packaging colour is determined by product category, and the one colour packs, standard sizes and clear hierarchy of information ensure that the items achieve high impact amongst their competitors.
To aid communication with a multi-lingual audience, a bespoke library of product icons was created.
The key principles of the digital strategy are to keep message and product at the forefront. The website has only two pages: ‘About TBV’ and ‘TBV Products’. Keeping the client’s on-the-move consumer base in mind, digital communications are optimised across all platforms.
View the full site here truebluevoice.com
To build and maintain excitement for the launch of TBV we animated a two minute film introducing the brand, its communications, and how consumers can engage and experience TBV.
Consumer Experience (experiential)
Essential to the success of TBV is high positioning amongst competitors in the headset market. The client were keen to use QR codes as a key part of the brand, and we saw that as such, a code must deliver more than just a URL or message. To date TBV QR codes have given consumers product discounts, free music and automatic entries to win prizes, with many more ideas in the pipeline.
We also designed the TBV hub, a focus point for the brand which appears at events to promote TBV. The hub encourages the audience to interact with the brand as well as showcasing their product range and providing a base for performances.