Challenge
SCOPE OF WORK From defining and naming both the brand and its service tiers to creating logos, guidelines, and launch assets, it was our job to build and introduce BluEdge’s complete brand identity. And, just as importantly, create a serious buzz that would excite both internal stakeholders and external customers.
Solution
DELIVERABLES Brand Strategy & Positioning Naming Conventions Logo Design & Animation Brand Guidelines and Collateral Brand Video Social Content Launch Plan and Marketing Support First, we had to name it. Agency-wide ideating and refining identified three larger buckets under which most names fit: confidence, technology, and Carrier's heritage. We landed on BluEdge because it communicates the dedication of Carrier's service teams being on the front edge of service, their cutting-edge technology, and alludes to the blue in Carrier's globally-recognized logo. COMMUNICATING THE TIERED SYSTEM Central to the BluEdge service platform is a tiered service model that allows customers to select the level of service that best fits their needs. Each tier needed its own name and iconography to communicate its unique value. Brainstorming teams reformed and we ideated names once again, selecting those that resonated most. BRAND GUIDELINES To present a consistent and compelling brand identity, we created brand guidelines for all BluEdge service platform communicators. These guidelines cover most scenarios and will help differentiate and define the BluEdge service platform as a leading global service brand. TEASING THE LAUNCH Prior to Carrier officially announcing BluEdge, we created short teaser animations to create buzz. LAUNCH VIDEO Just in time for launch, we assembled an awesome crew and created a breakthrough video to introduce BluEdge to the world. Its “Unstoppable” messaging communicates that Carrier's commitment to their products doesn't stop once they leave the factory floor.
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