Cloud Phone
For many of us, smartphones have become the gateway to the online world. For some, these devices are not as easily affordable. By leveraging cloud computing with feature phone hardware, Cloud Phone saw these low-cost handsets as the solution to bringing 2.7 billion people that lack basic internet access back online.
This endeavour was raring to go but was missing some components to help its cause. A PR plan to reach international media was in place, but a storytelling medium was needed.
IMC
Art direction
packaging
THE CHALLENGE
Technology should be for everyone - not just for those who can afford it. How do we educate the public on Cloud Phone capabilities while getting telcos, journalists, and the media interested in being a part of this technological revolution?
Finding the voice
While for the benefit of underserved communities, the client emphasised this venture was not to be seen as a CSR project. This detail steered the direction away from altruistic tropes and towards a more vivid messaging. The mix of bold colours, hand-drawn elements, and image cutouts would help garner appeal to influencers and the media. After production of the box was completed, this design treatment was applied to other touchpoints, starting with the website and proceeding into social media, reports, media decks and promotional videos for the campaign.
Athemaster
Brand identity
Athemaster is a data consultancy that uses the latest in open-source technology to provide clients with tailor-made solutions to their business problems. Emerging from the pandemic with a cooperate identity that has remained unchanged since their establishment eight years ago, they felt the time was right for a brand refresh. The goal was to achieve a more modern look that better spoke to their business offerings of being data-first.
The old logo takes inspiration from the owl of Athena, also known as Minerva, which is seen as a symbol of knowledge and wisdom throughout the Western world. With respect to its legacy and meaning, the approach was to create a simpler and more recognizable logomark that could be seen as an evolution of what came before.
A cool green hue extracted from the old logo was made the primary colour, supported by the introduction of fern green and lime. This palette was put together to evoke a response that is natural, human and professional.
Much like being a data consultant, the choice of typeface had to be smart, formal and approachable. Raleway fit the bill for its elegance and versatility. Its distinctive ligatures and terminals keeps it from getting too lost in the sea of sameness. Working well for both print and web, it equally holds it own be it for headers or body copy.
Development
