Developing a new brand for inclusive conferencing

Client

Overview

Conferencing and collaboration technologies have been boosted by many environmental, economic and health factors over the last decade. This has happened against a backdrop of greater comfort and familiarity in their use. The solutions are now used for team, community, investor, town-hall and leadership events across most private and public sector industries.

But with an array of connectivity, bandwidth, device and demographic considerations, there are still many applications where audio is the preferred mode. Yet many traditional telcos are retiring their audio services.

Our client wanted to launch a digital product that could integrate with cloud services, but where the fundamental experience was an ultra-inclusive audio service that would enable all users to join meetings, however rural and network/device restricted they were.

What we delivered

The brand name – Bspoke- focussed on the primacy of voice and adopted truncated spelling to secure both trademark and URL clarity. It also promoted a contemporary and differentiated positioning.

The Rubicon Agency was charged with developing the verbal and visual expression of the brand. The unique, but all-encompassing inclusivity and mutuality of the product was key to assert with both attendees and event managers.

The logo, with the 3 ellipses representing ‘More inclusive, Move involved, More intimate’ dovetailed neatly with the verbal expression of value proposition, elevator pitch and brand narratives.

What did the campaign achieve?

Together with visual guidelines, the brand is currently being applied to a range of software interfaces, product collateral, site content and go-to-market assets for phased market launch.