Branding
When we talked to the different companies that wanted to participate, we soon established that the objective was to provide freshandrecurrentmarketingforeverybody. Our own perspective was to ensure that they could focus on their business and IBM technology. They wouldn’t need to keep track of the budget, deal with the administration surrounding it and constantly come up with cutting edge marketing ideas. We’d take care of that. More importantly, we wanted to let them support each other as well. You know, the Cronos philosophy/ecosystem.
Instead of helping to unmute everyone involved, we only broadcasted onestrongbrand: IBM@Cronos! We created its branding and unburdened all partaking companies by taking care of the surrounding administration. We also came up with fresh concepts like animated explainer videos, an e-book, events and more. When the IBM@Cronos channels post something, each competence centre can share those posts to achieve maximum mutual benefits. Talk about an ecosystem!
This project gave us free rein. We determined the entire look and feel of IBM@Cronos. To keep it simple but strong, we designed a logo that was basic and clear. Typographically, it has a fun 8-bit symbol in it (the ‘@’), but the colours are soft black and grey. The beauty in that, is that it allows for an infinite number of options to vary. When we communicate about a certain subcompany, their company colours can be incorporated in the logo to assure visual cues and recognisability. Every visual that we create can thus immediately let you know which company it’s for. Recognise gradient greens? Chances are we’re talking about RoboRana. Orange? Hey, that’s FlowFactor! In other words, the core identity of IBM@Cronos is subject to the brand colours of the subcompanies but there is always visual consistency at the core.
The only thing the companies really had to do, was give us input in the things we created for them, such as animated explainer videos, an e-book, social media, webinars, presentations, events, you name it. We’d brand them so they could present as one united front. We also conducted quite a few campaigns for everything that was made, on Google Display and LinkedIn, to generate leads.
We’re stoked to see what the future holds for the inspirational ecosystem that is IBM@Cronos!
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