Prysm

While developing the brand identity for Prysm, the company still needed to get out and communicate with potential clients. To support that need, Thinktiv worked with Prysm to develop a codename brand called "Spudnik." We worked exclusively with executive management to create the codename brand that allowed the sales team to attract a range of international customer reaching al the way to South East Asian and European regions. The codename brand was used as a baseline brand for a suite of sales collateral including: product illustrations, 3D fly-though animations of product environments, and a suite of marketing materials.

This proxy brand to served two goals: (1) It provided Spudnik with a visual identity and language suitable for raising the type of capital required for the next stage of the company and (2) It positioned the technology as a new peer within the large format commercial display market.

In parallel to the fundraising process, Thinktiv began to develop and answer bigger brand questions around renaming the company, naming and positioning the core technology, introducing and attracting customers and competing on the world stage with brands like Sony or Panasonic.

Through a regimented and vetted process we call Brand Articulation, we delivered a set of answers to key brand building questions while establishing a differentiated value proposition for the company. This proprietary process contains a kit of activities and templates built to define a company’s visual and verbal positioning. This process involves both executives, board members and customer or customer experts who, as a team, work directly with us to create the voice and position of the brand, its core message and subsequently the hierarchy of its products and technology.

A critical component of Brand Articulation is the vetting of the position with customers. Prysm’s goal was to create a private launch event at Infocomm 2009, one of the world’s largest commercial tradeshows. With this in mind, we created a series of test collateral and messaging pieces for the event. These would be used with a select audience to investigate the effectiveness and impact of the messaging. The feedback from the private showing was nothing short of phenomenal; support for the product, its message and value resonated across the board.

With a product launch in range and a substantial amount of traction for the company from the sales and marketing efforts under the codename brand, Thinktiv worked with Prysm to define a visual identity for the company.

The goals were clear—develop a brand identity that measures up in the huge technology sector and bring a freshness that will reinforce the core concept that Prysm has come to market with a revolutionary technology.

Thinktiv worked with the Prysm management team to narrow down the field of names to one single name that reflected the core spirit of the company. We tested names with various industry groups and married logo concepts to the narrowing set of names to continually visualize the possibilities in the effort to find the right fit. The result was PRYSM, set as a wordmark in a custom cut of a classic typeface with a gradient to intersect the stalks of the "Y" to reflect the concept of light.

Timed with the launch of their groundbreaking LPD Solution, Thinktiv designed and developed a comprehensive web presence for the company. The website provides information about the core technology, the product, the company and the ecovative position that drives the team. In addition, the site is flush with images that show the potential of the product through standalone images and environments showing context.

Built using Drupal, a popular open source web platform, the website provides SEO optimized pages, google analytics and integration with social networks. Designed to grow as the company grows, the site offers a structure for introducing new content where users would expect to find the information. The site also includes various components of a total media strategy from the inclusion of in site landing pages for advertising to the inclusion of customer acquisition tools for sales and email marketing.