Robert Lundahl | Emmy Award winning Filmmaker, Journalist, Writer — Technology, Culture, Environment
It’s probably more true than not that from a certain perspective, creating a Re-Brand, and/or launching campaigns requires an inordinate amount of time on the “front end”, from research to launch.
It’s the rare corporation, agency, or non-profit that can think, and act, and run, on its feet, in real time, and why systems-building and automated marketing get attention.
It does not, in and of itself, spark creative imagination.
We approached this project on several levels.
The clients are multiple countries, on several continents. The ROI is not conventionally limited. The campaign relies on expertise in various disciplines from scientific to policy and social imperatives.
Taking advantage of new technologies in drag and drop HTML 5 sitebuilders like Squarespace, we used simple tools to tell a story. The story is Pure Water, Clean Soil, and Safe Shelter, 3 basic human needs.
In order to be seen and vetted internationally, our team re-visited technology underpinnings and re-framed the company’s capabilities as *IoW Internet of Water.
Having re-created the company mission statement, communicated a new vision–of a series of networked devices and services on common, cloud provisioned, and field deployed TCP-IP networks, the market itself had been re-defined.
It was a customer requirement that the mission statement be visual, to be instantly “readable” no matter the language.
The three part structure tells about the basic relationships. The top level message defines IoW.
The mid level message defines technical structure and how it works.
The third level message defines key products and locations for implementation.
Since the client is in the Middle East, another message would be presented; It would be the message for people. It would be specifically developed for PowerPoint (pitch) and would apply equally to multiple countries and problems.
That message is the value proposition. Why separate when we can integrate?
“Working Together We Will Build a Better World for Future Generations.”
This four part message may be dispersed across media.
Let the big picture speak for itself, keep the message consistent, and support that message with cognitive and emotional visual media.