The challenge was explaining this technical and nebulous product to an audience that is busy and naturally rebels against system-wide change.
It needed to easily describe the benefits and explain how it solved a problem better than the existing individual technology.
It requires a series of creative execution strategies, culminating in a compelling narrative including explainer videos, sales support documents and a solid go-to-market strategy.
01 Brand Position and Messaging:
The core problem was defined as having a workforce that is predominantly self-managing but needs to come together during an emergency. In short, you need your people to move as one team.
02 Name Ideation:
We created the idea of Coris – “For when you need your team to move as one” to encompass the unique point of difference. This play on words worked both from the point of view of having everyone singing in Chorus, as well as keeping the name in the tech space.
03 Brand Identity and Visual Language:
The identity was loosely controlled by the existing Nexon house style, but the modern twist and bold visual language gave the product its strong identity.
Comprehensive promotional materials, including brochures and sales decks, were designed to maintain consistency in brand communication across various platforms.
05 Explainer videos:
The fastest way to describe the pain we were solving and the benefits of the product to the audience of busy hospital administrators was via an animated explainer video. Complete and complex messages are delivered in under 2 minutes.
Once this initial body of works carefully defined the offer set, it was easy to translate into other industry verticals at scale.
Have a workforce that is predominantly self-managing, but needs to come together during an emergency. You need Nexon Coris.
Next, the customer approach can include shopping centres, oil rigs, aged care centres and schools without the need for a costly redesign as they were solving the same problems.