relok Identity Development
relok was a company born out of collaboration between two university classes: Engineering students from Technology Venturing and Designers from their Graphic Design Class paired up to create new products and identities to match. The group of engineers I worked with were developing an Item Finder that would be small enough to attach to anything and would work in reverse so that you can use your phone to locate items, but could also use your items to locate your phone. Everything from the name to the logo, identity manual, packaging, applications, and advertising were created to mimic a real-life process.
The logos I created played with the use of the WiFi symbol that is widely recognized, and was specifically requested by the client. The others use a magnifying glass or lock or safe imagery to suggest looking and safe-keeping. Ultimately, the engineers wanted to go with something with the WiFi symbol, but for personal purposes I have expanded on a different logo concept that is not so overused.
Developing an identity manual is a crucial step for building a brand. relok’s identity manual is simple and clean, but has little touches to let you know who it is from. The manual covers logo reproduction guidelines, incorrect usage, typefaces, pantone colors, safety zone, and reproduction size.
Finding a way to advertise the flexibility and variety of features that this new item finder would provide proved difficult at first. I tried to find examples of its use, but everything seemed too narrow in scope. Finally, the fill-in-the-blank concept came to me and it was perfect to express versatility.
Interestingly enough, several months after completing my version of the project, an actual item finder company began to run similar style advertisements to my original idea.
The target audience for relok was young adults and working parents: people who are really busy working and taking care of their kids or others in their lives. Therefore, the transportation advertisements (Bus, Bus Stop, and/or Subway Sign) were good areas to catch the commuters who were off to work. Magazine advertisements, especially in parenting magazines, would hit target groups of younger parents, and maybe even invite the viewer to play along by filling in the blanks.