MAKING VOICE VISIBLE by Freestate for Spinvox

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MAKING VOICE VISIBLE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Freestate
Creative Director Adam Scott
Released February 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: SPINVOX
Product/Service: SPINVOX
Agency: FREESTATE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: FREESTATE, London, UNITED KINGDOM
Creative Director: Adam Scott (FreeState Ltd)
Design Director: Charlotte Boyens (FreeState Ltd)
Managing Director: Ben Johnson (FreeState Ltd)
Graphic Design: Kathrin Jacobsen (FreeState Ltd)
Project Manager: Meredith Rowe (FreeState Ltd)
Media placement: Exhibition - Mobile World Congress, Barcelona - 16 February 2009
Media placement: Exhibition - CTIA, Las Vegas - 1 March 2009

Describe the challenges and key objectives
In the world of mobile telecoms, SpinVox is a small brand with a small footprint and limited funds who need to box above their weight at shows like Mobile World Congress and CTIA - where the heavyweights shout loudly. The main challenge was, therefore, to create an intriguing hook to draw people in, enabling SpinVox staff to start conversations with customers and invite them to try the service. Furthermore, this was a new and abstract service they had not heard of before. Our objective was to make voice-to-text visible, tangible, human and playful.

Describe the brief from the client
Our task was to establish a tangible, human and appealing real world identity for the SpinVox Voice-to-Text brand across multiple trade and consumer events in 2009 and at multiple scales from logo to immersive storytelling environments.

Describe how you arrived at the final design
Inspiration came from children interacting with alphabet toy blocks and super hero figures, which seemed an apt metaphor for voice-to-text. Cartoon-style dioramas told engaging stories of characters in a world without SpinVox. Playful & vibrant, the stands were designed as a conversation starter to draw attention, capture imagination and facilitate new business. We developed a branding strategy that gave SpinVox both a coherent presence & striking aesthetic throughout its trade & consumer events in Europe & USA - working at all scales from logo detailing to events and exhibitions.

Give some indication of how successful the outcome was in the market
- voted number one stand at Mobile World Congress in Barcelona and CTIA in Las Vegas by Event Magazine - record breaking numbers tried the service, far surpassing expectations - high level of digital chatter, drawing the consumer to the spectacle - helped SpinVox become the most talked about network service - when SpinVox was sold to networks around the world, it's distinctive branding was retained, rather than being 'white labelled'