Industry / Technology
Bridging the gap. Tech companies require an experience built around the human connection. As the tech industry continues to revolutionise the world we live in, its players must stay rooted in real-world human connections to reinforce the experience beyond the environment it resides in.
Meta launches a new way of relations and opens a new path for the imagination of alternative worlds.
Body hacking gains users following the quantified self trend.
Energy management grows popularity due to sustainable issues.
Subscription models are overcome by the more fit per purpose approach of the mobility wallet.
Digital products and services live in people’s pockets. Brands can leverage this by incorporating a personal tone.
At Erretres, we have worked with a number of tech companies across the globe. Over the course of the journey to define each solution, we have gained insightful perspectives about the industry, its audience, and the context that informed the story that we built. Below, we summarize our key learnings.
Clarity that focuses on the essentials
Apart from increasingly competitive markets, tech companies face the challenges of having services or products that may not be easily understood by everyone. An identity and communication which convey the company’s key value can help audiences navigate both of these challenges.
Seedtag is a contextual advertising company employing AI to identify the best moment to communicate with users. They had a communication issue due to the complexity of their technology. We developed a new brand and digital product design which simplifies the way of expressing its value proposition to the diverse stakeholders and, at the same time, makes it highly attractive.
EKO had an outdated brand and needed to revamp its identity to face contemporary challenges. We developed a brand that expresses its high quality and sustainable energy products through clarity and a focus on simplicity across communication.
A personal touch to humanize the brand
Digital products and services live in people’s pockets. Brands can leverage this by incorporating a personal, even informal tone (if it makes sense in the context) to bring themselves closer to their audiences.
For VISA we built a whole new digital product that simplifies to the maximum the experience of managing travel certificates and documentation needed by VISA cardholders to enjoy their benefits while being abroad.
For Limon Clean, we developed a visual and verbal identity that speaks its audience’s language. As a service that needs to be used regularly, this helps the brand become a part of its audiences’ everyday life.
Beyond the technology itself, living in the real world
Though the main offerings of tech companies may be applicable within a few specific environments, there is always the possibility of them having real-world impact. This opens the opportunity to reinforce and widen their impact through strategic design.
Chazz is the global design studio by NTT Data. The creation of the brand was founded on the idea of creativity and rigor working together working. from an. approach in which technology and data are mediated by the human touch conferred by the creativity of its team.
For Viesgo, an energy company, we created a more identifiable brand based on the fundamental values of the company. This aimed to extend beyond its functional presence, emphasising its connection with the public.
As the tech space becomes more crowded and screens get smaller, the brand’s value proposition needs to stand out through clarity in design and messaging.
So the audience can identify and relate to the value of the service or product, brands should look to develop a personality on which to base their communications.
Technology has its influences beyond just the screen or its immediate ecosystems. Brands must keep that in mind while strategically designing their touchpoints and interactions.