About Seeker Wireless:
A mobile technology solutions provider to phone operator groups such as Vodafone. It specialises in applying zone detection to drive mobile advertising. Established in 2003, it has 50 employees.
What is the brand’s target audience?
Mobile operators, advertisers, agencies and networks.
What was the old brand identity?
Established at the company’s inception in 2003, the old brand reflected an entirely different era in the company’s story – the seeding of an idea, a technological puzzle far away from needing to ‘brand’ for a large audience.
What’s different about the new identity?
The ‘K’ of ‘Seeker’ becomes a recognisably human figure, replacing the sharply angled ‘antennae’ graphic that projected Seeker’s old brand values – allowing the company to have a unique typogram without trying too hard.
The colours have gone from a corporate blue to a much softer and earthier brown and green that echo sentiments of the environment. The font has become more rounded and has more oomph, with the emphasis on ‘Seeker’ – now in caps – rather than ‘wireless’ which is left in upper and lower – it’s about ‘seeking’ and what services will deliver to people.
What is the ‘big idea’?
Launched in January 2008, the rebrand aims to make what is a very complicated technological offering more human. Seeker has been built around R&D, but the company felt it was time to go out and talk to commercial customers rather than just technologists. Its technological solutions aim to revolutionise the way we view and use location-based technology.
The imagery was shot to reflect an abstract representation of zones using long exposure motion photography, which resembled ‘light swirls on a three-dimensional manifold with hyperbolic curvature’ – to represent the science behind the technology.
Why a rebrand?
Seeker needed an identity solution that was going to be robust in a fast growing company in an expansive market, and that could better focus on the company as a stand-alone descriptor. The new identity is more capable of growing with Seeker as an organisation.
Biggest challenge?
Identifying that different countries are at different stages of market maturity and therefore having to create an identity that was not just local but global in its application.
Agencies involved:
Integrated creative agency Aqueduct. Its remit was wide – it developed all creative from the logo right through to the design programme. There was nothing in the old brand that needed to stay.
Details of ongoing communications:
Key materials that were provided for launch include a redesigned website, business stationery, event collateral, corporate presentation and design guidelines with amendable templates.
How is success being measured?
Stakeholder feedback will be gathered to monitor external perspectives of the brand.
View from the inside:
Andrew Grill, general manager for sales & marketing at Seeker Wireless, says, “The brand makeover is clearly an important milestone for Seeker. We feel the new logo tells our story more effectively and will engage our new audience much better. It’s also more people friendly, it’s flexible, it has stand out as well as shelf life. It signals a bright new era for the company.”
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