They ceded the need to reconceptualise the brand’s look and feel (above), but were clear that their name was as much mission statement as moniker: it had to stay.
So our nom du choix - ‘GreenBee’ - was a no-go. We co-settled on a de-emphasisation of their name through the ambiguated blank canvas of ‘Gitco’.
Our next step was to imaginise a brandfeel that snugged with today’s delicate sensitivities. Utmostly, we needed to highlight our client’s passion for appearing to care about wider social and environmental issues.
We also manoeuvred the brandenclature towards a softer, more feminised endpoint. This centre-staged a commitment to promoting women in the workplace, while avoiding legally committing the client to actually hiring or promoting women into their workplace.
The client was also keen to retain their original strapline: “Power at Any Cost”
We applaud transparency and openness, but were positively inclined to disembark this, and any other, strapline. The client’s mission-passion won through though, and we co-collaborated to a lighter, jauntier perception of their ethos.
This destinationed us to a logo that encaptulates Gitco’s desire for global domination, but in a softer, welcomelier voice:
Brand flexitivity also enables Gitco’s emblem to downdrill sameferentiated identities across their key activity silos:
imagery guidelines
Any reference to former iconology should be de-additioned, to be replaced with imagery aligned with the reimagined Gitco’s softer, organical todayness:
corporate strategy: positioning “The Darwinner”
The first step of Gitco’s journey to undisputed planetary dominance is the development, promotion and launch of a quirky board game that’s fun for family and friends alike.
The Darwinner Board Game! was developed by Earth’s finest boardgame minds, who were forceably assembled by Gitco’s Talent Requisition Team. The process has, to date, taken decades’ of man hours, cost several billion dollars and produced over two trillion tonnes of carbon. The testing phase alone took the lives of 236 voluntesters at Gitco’s subterranean laboratory in North Korea. A little puppy died too.
Gitco‘s management team were keen to foreground these facts as a means of communicating their passion and commitment to the pursuit of a world-conquering boardgame offering. However, while compelling for many senior customers, we felt this messaging may under-resonate with the key millennial demographic.
The contemporary thirst is for artisanal products, crafted by real people. Intensive market research indicated the imagery of a bumbling fool and his children - slap-dashing a rudimentary boardgame together on his kitchen table - would resonate firmly across all demographic touch points.
We recommended Gitco use this “Bumblefool” avatar across selected platforms for pre- and post-launch messaging. At all stages of Gitco’s meticulously planned launch campaign, Bumblefool should be seen fiddling with materials such as plasticine, sticky tape and bits of old cork-board to construct “test editions” of “his” game. We stressed that, at all times, he should appear entirely clueless as to how to produce, promote and launch a successful boardgame.