Development of a start-up technology brand from Swisscom.
Translation of an innovative business idea into a new, dynamic brand through the development of a new brand for the start-up company Beem, which allows people to get exciting content directly from the real world onto their smartphones.
The smartphone receives an audio or Bluetooth signal from an offline medium (for example, a poster or the TV) or object (for example, a shop window) and makes it clickable. If a user has activated Beem in a Beem-enabled app, he or she can immediately win, rate, buy, or simply get to know more about what is advertised there at the touch of a button, for example at bus stops, on the bus, in the cinema, in the stadium or in front of the TV. People already have the apps they need for this on their mobile phones and use them every day.
The goal was to develop a strategy and positioning for the new Beem brand. This included the definition of the brand design from the name and logo to the development of a design concept that works equally well for B2B and B2C customers, as well as the co-design of the brand experience at all touchpoints.
Technical Foundation
An emotional brand identity that convinces technology-savvy partners and customers. In close cooperation with Swisscom experts from San Francisco, Rotterdam and Zurich, strategic and visual foundations were developed for the new Beem brand in just ten months, which was launched in spring 2019.
In the beginning, the important strategic questions were asked from a brand perspective in workshops and developed positioning scenarios as well as name and logo proposals. Based on the preferred brand strategy scenario, I could create a brand name and logo into a holistic design concept.
Agency: Hotz Brand Consultants
