New Brand and Identity from Ploom Helps Retica Lead the Way
Haig Bedrossian's Ploom recently created a striking new brand experience and identity for cutting-edge new biometric technology firm Retica Systems, Inc. In the project, Ploom provided design strategy, positioning, and visual language design, as well as a brand-new website for the company incorporating a clear, communicative and exciting site architecture with an arresting visual experience.
Ploom recently created a striking new brand experience and identity for cutting-edge new biometric technology firm Retica Systems, Inc. In the project, Ploom provided design strategy, positioning, and visual language design, as well as a brand-new website for the company (at www.Retica.com) incorporating a clear, communicative and exciting site architecture with an arresting visual experience.
The world's only, full-eye biometric technology company, Retica came to Ploom founder Haig Bedrossian with the desire to create a brand experience which would articulate the Retica brand, explain its products, and (most of all) define its achievements, capabilities, and competitive difference. As experts in creating difference, Ploom was the perfect choice.
“Retica offers groundbreaking technology and expertise that's really going to change the security market upon launch,” comments Ploom founder Haig Bedrossian. “Branding these kinds of new products and services for Retica was an exciting challenge for us. It was imperative that the brand we built for them communicate a clear, powerful message about the company's capabilities — and that it do so across a variety of media. The end result clearly and powerfully communicates what sets Retica apart.”
From the start, Ploom's design approach to the project was immersive, unconventional and exciting. Despite an unfamiliarity with biometrics at the beginning of the project, the Ploom team worked with the scientists and engineers at Retica and soon absorbed as much information as they could about the industry, its challenges and technologies, and how Retica meets those challenges as a company.
Ploom then translated this newfound knowledge into a brand vision and identity for Retica. Ploom's vision for the company was first articulated in a crucial positioning statement created by the team as a 'big picture' blueprint for the brand. The positioning statement was clear, unique, and easily definable — essential in the security industry — and emphasized the superb accuracy that would soon set Retica apart. At the same time, the Ploom team also came up with a series of innovative and visually arresting ways to introduce the company, its new logo (building on a logo originally envisioned by Design Continuum), and its technology to the marketplace.
Visually, Ploom's approach was to emphasize the concepts of precision and exactness, expressing them visually through the use of straight solid forms and lines, with the dominant color in the scheme an elegant, restrained green, emphasizing rich, light tones. Ploom also developed a timeline of biometrics, a visual that proved vital in several instances for visually illustrating how the company's unique retinal scan technology works.
The building of the new Retica brand by Ploom also involved a new Retica website and the creation of a new site architecture, information architecture, interface design, animation, web development and coding. In approaching the Retica website, Ploom determined that there were two primary users for the site — the decisionmakers who would be purchasing the technology, and the “influencers,” who already fully understood the technology. The potential purchasers would in many cases require an introduction to the technology, while the latter, the influencers, would require far more detailed and scientific information. The resulting Retica site manages to meet both of these requirements, and to do so in an exciting and easy to understand manner that also resonates with the user.
The website's cool, vibrant animation provides the perfect finishing touch, offering a dynamic combination of text and motion that succinctly explains what Retica is all about — and then shows just a few key visual aspects of why that's so vital and exciting.
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Credits:
Ploom
Retica Systems
Source:
eMediaWire
