SML were commissioned to develop a brand and identity for a patented technology innovation that would change the global digital out-of-home advertising landscape.
This product uses cloud content management to offer automatic export of messaging to any size outdoor or indoor site via the unique, modular, lightweight screen, or ‘wall’. This ‘wall’ is highly flexible, scalable, secure and hugely responsive – giving clients the ability to play superior quality content, live feeds, photos, alerts and message interrupts with LED brilliance and plug and play simplicity. Additionally, the small pixel size delivers super sharp clarity plus energy savings.
The client is planning a global launch, and required us to deliver a name, style, identity and brand that would work across borders to both explain the product and give potential clients and investors a sense of the far-reaching benefits of the new technology.
It was clear to us that this new technology would fundamentally change the global out-of-home communications category, and that the brand identity needed to be as standout as the product. Given our name sums up our professional philosophy, (SML = Standout, Meaningful, Loved) we were excited to accept the challenge.
We spent time investigating the product to get a complete understanding of its core benefits – which were significant. After much debate, we decided to break the task down to two components. One name for the LED display walls, and one for the digital cloud software, and each would require its own brand mark.
Our work resulted in the name LITEWALL for the display screens – an impeccable description of the product. For the digital cloud software, we recommended the name KINETEC a word to convey an energy characterised by what it delivers – art in motion.
For the brand identity, we focussed on capturing the specific attributes of the product – lightness, superior scalability, and supreme colour – all with an underlying form of the letters LW. We created the brand mark to be as responsive and adaptable in its shape and form as the scale and format of each LITEWALL application. This brand nark needed to represent a new standard for a powerful category.
Our client was so delighted with the name; they registered a new Company name for this product. Now LITEWALL digital displays and KINETEC cloud software are managed by LITEGRP.
The creation of this brand new identity has been key in the success of attracting multiple partners and investors. LITEWALL is currently in production and will be launched in 2017 in both the US, Asia and Europe. Market intelligence tells us it is set to seriously disrupt the current out-of-home industry and bring a new dynamic to eye-popping large scale messaging around the world.
We are proud to say that this project perfectly demonstrates SML’s philosophy. A desire to wrap each brand we work on in Standout design based on Meaningful strategy – which becomes Loved by consumers.
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