You better be different

The Different differences were embedded in two flavours: the Experience Design service and a unique visual brand system.

Different was launching during the ‘dotcom bomb’, consequently I believed the brand strategy was to reflect a transition from the defunct web industry. I advised on the name selection of ‘Different‘ because it declared the brand promise upfront; a different skill set compared to the existing consultancies.

The name was augmented by a distinctive, stylistic brand identity. Instead of relying on abstract icons and meaningless word marks, the Different pattern is inimitable.

Ante up

When the business card hits the table the client’s curiosity is sparked and they become engaged in the Different story.

The objective of the Different identity design was to reinforce the company’s attitude through highly distinctive collateral. The smarts embedded in the tileable pattern allowed the identity to inconspicuously appear on anything without the word mark, plus the identity is scaleable to any size.

Selling experience

The objective of the website was to promote user experience, so it was important to get the notion of people upfront.

Design as a strategic tool

After discussing some of the implications and strategies regarding brand names, the client was open to new possibilities. My proposal was to create a brand to enable the company to sell its own brand of toys.

The objective was to create a character-based identity to give the business a personality. I began the naming process with ‘Benny’, and an imaginary animal I called a ‘Koalaroo’. Finally, Chooby was selected, an identity capable of bringing the company’s brand to life.

Creating mischief

A key objective of the brand was to personify ‘fun’. This was translated into the Chooby character mischievously appearing on the letterhead, business cards, and throughout the web site.