How to strategically brand and communicate a digital service?
Mapiq, a software development company, has developed a user-centered application for smart buildings. Mapiq shows everything you want to know about your workplace in an intelligent 3D map. You can find your way, find colleagues, book rooms, set up integral meetings… in short: work smarter and use the office more effectively. A great service, but with it’s many features and intangible traits a tough cookie to ‘brand’ and ‘explain’.
The first step to solve this challenge consisted of several workshop sessions with the Mapiq team. The Young provided the process and tools to crack the Brand Strategy together. We combined the internal brand vision of the company with the external vision of Mapiq’s clients to find inspiring opportunities and friction. Ultimately, we found the perfect foundation for the Mapiq Brand proposition and communication hierarchy, crowned with the slogan ‘Unleash your office’.
A second project was initiated to explain the strategy in a tangible way and communicate the service externally as empowering as possible. Together with the Mapiq team, The Young created a movie and accompanying website that explains Mapiq in the ‘real’ office world. The Young worked as Art Director and concept guardian, by translating the Brand Strategy to scenario and scene development, model selection and styling, website hierarchy and user experience.
“Together with The Young we developed a clear and focused proposition. The movie and website have proven to be a strong lead generator for new business as well as convincing and entertaining explanation of the service to end consumers.”
– Sander Schutte (Director & founder Mapiq)