UNIUM

Unium is a wifi software startup

CHALLENGE:

Unium’s hired my company States of Matter to develop and define a brand for them to launch effectively. Their goal was to become a prominent ingredient brand, integrating their software into consumer devices. The challenge was to build a brand that communicated value to consumers, thereby encouraging electronics manufacturers to adopt their software.

TOTAL TEAM MEMBERS: 8

MY ROLE:

Account Management & Project Management

I was part of 2 directors responsible for clear communication and understanding of the project's objectives between Unium and my agency. And I resolved challenges that emerged during the project, maintaining client satisfaction and project momentum.

Strategy & Creative Direction

I participated in defining Unium's brand strategy and gain buy-in from it’s executive team. I directed the creative vision, aligning it with the client's branding & strategic goals.

I led a team consisting of UX, visual and designers and developers ensuring collaboration and consistency across all deliverables for Unium.

Multi-Disciplinary Senior Designer

I participated in the design of Unium's identity system, visual identity and website.

SELECT DELIVERABLES:

Brand Strategy

We started with brand strategy and research to determine the perception and challenges of wifi. A national survey was conducted, along with qualitative interviews from b2b audiences and stakeholder interviews. Then a brand strategy was developed, clarifying who they are, what they offer and who their audiences are and messaging for each audience.

Strategy Components

• Qualitative Research
• Email Surveys
• Competitive Research
• High Level Messaging
• Brand Framework Definition

Visual Identity System

Unium’s software was robust, and challenging to communicate it’s value.To help with this, the visual identity system was developed to clarify and demonstrate how Unium’s technology worked and how it can improve connectivity. To save time, and budget, the exploration of the visual identity was executed onto a PowerPoint sales brochure.Then it was extended into the Website after the UX phase was completed.

I creative directed & managed a team of designers, built consensus with client executive team, and participated in the design of visual design system, Power Point sales presentation and website.

Logo

Unium's logo had tighter parameters than others due to it being an ingredient brand. It needed to be balanced between unique, yet not overshadow the brand licensing it's software. I directed and participated in the design of the logo to be simple, and bold with the concept of a base element that can be fused into anything.

Illustration Style

Photography Style

PDF / Power Point Sales Brochure

Developing a unique Sales Brochure that can be utilized for sales pitches was an important asset for Unium's sales team. Thus it was used as the basis for testing out the brand identity system, as it needed the most flexibility and included the most visual elements in storytelling.