Create a lasting impression. 

Developing a comprehensive brand strategy and elevating the client’s vision through visuals, animations and sounds.

Overview:

Perpetua creates magnificent works of art using genetic information from DNA. The DNA is analysed, and the genetic signature is converted into colours. These colours are then used by their extraordinary artists to create one-of-a-kind encapsulated pieces.

The company’s vision is to take these pieces, reverse engineer them, and bring people back to life. Their goal was to develop a brand image that represented the impact and creativity that their service would have on clients.

Understanding the importance of this project, we worked carefully to create a minimalist yet striking brand image for Perpetua. We had to consider how to capture the essence of their business in a simple yet powerful way.

We worked closely with them to ensure the design would reflect their core values while being distinctive and understated. To achieve this, we explored colour palettes, fonts, shapes and textures to create an overall look that resonates with customers, represents the client’s vision of future technologies, and demonstrates the splash of colour they deliver in their service.

By carefully considering these elements, we have crafted iconic yet subtle visuals, allowing them to stand out from competitors without sacrificing any of the qualities they wanted to portray.

Ultimately, our goal was achieved by creating a minimalistic logo design that can be used across all channels. It was later animated and enhanced with sound files to match the movement within the logo itself.

Industry: High-tech luxury engineering and digital art house, NFT, Artificial intelligence

Deliverables/Key elements:

• Discovery workshops
• Reviewing target market
• Target audience analysis
• Mood boarding and braining storming sessions
• Concept design
• Building brand story
• Logo design
• Brandmark
• Colour palettes
• Fonts/Typography
• Visual brand assets
• Brand guidelines
• Social templates
• Designs for social media accounts
• Verbal branding strategy
• Verbal branding guidelines
• Branding strategy
• Tone of voice
• Value proposition
• Brand positioning statement
• Content creation
• Illustrations
• Animations
• UI design
• UX design
• Interaction design
• Holding page design
• Front end development
• User testing
• UI library

 

Key Takeaways:

• Strong visual identity
• Great brand strategy
• Unique identity and brand positioning
• Stylish website design
• Powerful branding
• Brand consistency
• Winning brand strategy
• Beyond memorable
• Clean customer experience

Website: www.perpetuadna.com

 

The challenge:

STARTING FROM ZERO

Designing a brand for a company with no image can present significant challenges as there are no existing materials for a brand audit. As the company doesn’t have any existing images to reference, it’s up to the creative to develop something that will be both iconic and memorable.

Everything needed to be decided so it was important to focus on building the core concept first and evaluating the overall business plan, vision statements and brand’s mission statement. Establishing the brand strategy was a crucial process that needed to be finalised before taking on new customers as it would influence opinion on a subconscious level during the new customer experiences.

An effective brand strategy can help businesses attract new customers and expand their reach by creating a consistent and recognizable brand image across all marketing channels. By investing in brand strategies, businesses can create a strong foundation for long-term success.

Our brand strategy process was broken down into seven key components;

Discovery Process

FINDING THE PIECES OF THE PUZZLE

We began by evaluating the client’s own ideas, positioning statements and brand purpose and then breaking down the elements of their offering. We then reviewed their vision and mission before moving on to brainstorming sessions, and development of mood boards, and identifying key terms through discovery workshops. This process allowed us to create a guideline for the concept design document.

 

Concept creation

FORMING THE OUTLINE

We started by developing the overall design concept to ensure it would reflect Perpetua’s desired qualities. This involved outlining the core features that would be displayed, the overall styling for the visuals and the verbal communication strategy.

Drawing inspiration from their brand values, we carefully crafted an approach that embodied their commitment to innovation and future advancements. With the goal of resonating with their potential customers.

 

Brand IDENTITY design, guidelines and animation

GIVING IT A FACE

Once the concept was established and brand guideline approved we could move on to the visuals to build the brand’s personality. This allowed us to create a logo mark based on some of the client’s own ideas from an understanding of the technology combined with our creative insights and experience. We then took this new logo mark animated it and combined it with relevant sounds to start building the story and establish a brand style guide.

Verbal branding and content

GIVING IT A BRAND VOICE

Once we understood the visual side it was time to establish the tone of voice and demonstrate the company’s values, brand essence and core messages. This involved knowing both the client and their market quite well.

Through pulling together key terminology and phrasing we were able to build a guideline for the company’s voice which would be translated and represented not only through its website content but it would also be fed through its marketing efforts and all points of interaction for brand messaging. Perpetua is one of those powerhouse brands and this needed to be communicated in the brand’s voice.

Illustration creation and animation

GET THINGS MOVING

This project was quite unique. It also has a lot of connections with celebrities and high-profile individuals who would form a core part of the service and become ideal customers. One of their core goals was to build relationships with these public figures and popular brands.

Part of the project for us was to create an illustration of Elon Musk (an ideal customer) and incorporate styling such as pulling out strong colours that would also feature in the client’s final pieces. We then animated the artwork from the initial sketch, to the final painting, artwork encryption, signature embedding and time capsule installation.

UI/UX design

PUT THE PUZZLE TOGETHER

Once all the content was ready it was time to formulate the website design. There were some exciting features requirements for this project such as smooth scrolling and up-and-down page interactions. These gave the project an overall look and feel of being fresh, innovative and capable.

 

Front-end development and deployment

SEE ME IN ACTION

Once the design was signed off it was time to get things really working. A lot of time and effort went into testing, trialling and reviewing the site on a variety of devices to get the best possible user experience for all browsers and devices. It was then time to go live so the client could start to work on building a customer base and obtaining customer loyalty from existing customers.

The Solution – A Strong brand strategy

Overall this was an exciting project that offered a variety of challenges and different hurdles. Working with such an innovative team of experts in their own field offered many benefits as we were able to combine their knowledge with our creative expertise to deliver a truly inspiring final product and a brand strategy. A successful brand strategy is one that communicates a unique and consistent message about a company’s product or service offering and we feel this was greatly achieved with this project!

 

Client feedback

Despite the lack of company image or direction, Charlotte and her team have been patient, diligent and creative in guiding us through the process. Being very client-centric, Charlotte formulated the overall company image, creating beautiful logos and digital assets. Web designs were not only visually striking but also mindful of the end result on a browser, as well as the time and resources to get the website ready. The compassionate and creative team have turned any suggestions and re-iterations into a concise and coherent design on every occasion. I look forward to working with her team again for a renewed website.

 

If you would like to learn more about Perpetua’s winning brand strategy you can check out their website at www.perpetuadna.com or if you are interested in the services offered you can get in touch with us!