Manufacturer of large format touch screen technology, Visualplanet, needed to re-assert its global market position
Who or what are you?
Visualplanet is a worldwide manufacturer of large format interactive touchfoil – the technology that allows computer and monitor screens to be interactive to touch. We pioneered the global market for the large touch screen format, and are able to produce a touchfoil up to four metres in length.
What was the problem?
We operate in an increasingly busy and highly competitive sector. Our aim was to clearly re-assert our position in this global market. We were also aware that the technical nature of our products could be intimidating for first-time customers so we needed to make it more simple about how we could help them.
What was the ‘big idea’?
Branding agency Frasers reviewed our existing marketing communications and the activities of our competitors. It became apparent that our ‘brand story’ needed to be told in a far more engaging way. Our website and marketing communications needed to be simple, clear and with much less jargon.
A new brand identity and redesign of the website was proposed, supported by the visual idea of a giant magenta hand. This was the friendly and accessible representation of our central idea – that people like to touch. Large enough for someone to stand inside, the hand was photographed in situ to represent our key market areas – retail, entertainment, business, learning and public information.
When and how?
Frasers designed a new brand identity using the word ‘Visualplanet’. It was used as a logo with fingerprints that worked flexibly across different digital media.
The agency also proposed a new web design and navigation for use on all touch devices. The number of pages has reduced, the layout was improved and a friendlier tone of voice was introduced. Navigation was made easier by using fingerprints to encourage touch, along with the trail of a moving finger to represent interactivity with the touchfoil.
Frasers recommended brand communications and product naming be simplified and our terminology standardised to improve clarity of our story. The new website www.visualplanet.biz went live on 26 July 2011. Frasers redesigned our product packaging and stationery, and have provided us with inspirational brand guidelines. Even our business cards are now printed on translucent material to look like touchfoil.
Did it work?
We are really pleased with the results and feedback from our partners has been very positive. Visualplanet is now clearly re-positioned in our market sector and we have achieved definite stand-out among our competitors. Our brand story is clearer, and most importantly, customers are already finding it easier to buy our products and services.
