FutureBrand

Psion

The Challenge
Psion’s new business model was set to revolutionize the category and in turn, transform its own reputation. Our brief was to create a strategic brand positioning and a bold new identity to bring this to life.

The Idea
We worked with Psion to position their brand into a single, customer benefit driven promise: Adaptive Ingenuity. This thought drives everything the business does – harnessing the inventive talent of thousands of people through their co-creation platform, Ingenuity Working, to develop and deliver solutions that are completely tailored and adaptable to the most niche situations

The Solution
We developed a logo that literally adapted to its surroundings – a three dimensional 360 degree mirrored logo that, when placed in any environment, partially or almost completely disappears. This notion turns common marketing theory on its head – surely you want your identity to stand out? Normally yes, but in this case, when the audience sees a poster of a forest and then discovers the Psion logo immersed within it, just as Psion’s technology adapts and is ever present in its working environments, the message within the communication becomes that much more powerful.