HOTWIRE BRAND EVOLUTION
Evolving a communications consultancy for the future
Challenge
Hotwire was growing up from a young and quirky PR agency into a more professional communications consultancy. We needed to evolve the brand to be more sophisticated, yet retain the vibrant spirit of Hotwire.
Approach
We conceived a new brand promise for Hotwire; ‘we ignite the unrealised possibilities of tech by sparking curiosity and fuelling action’ which translated into a new tagline ‘ignite possibility’.
Solution
Inspired by the visual analogy of neon we developed a visual identity system that evolved, amplified and rewired the brand for the future.
BRAND STRATEGY
VISUAL IDENTITY SYSTEM
BRAND GUIDELINES
MANIFESTO VIDEO
Completed at Hotwire
BRAND MANIFESTO: The 'ignite possibility' story was brought to life through a hype video to launch the brand evolution at Hotwire's annual global staff bootcamp.
DIVERSE GRAPHIC LANGUAGE: Elements needed to flex from human-centred photography to more abstract notions of technology expressed in graphic elements and typography.
APPLICATION: The design system was stress tested across a variety of applications that range from high-energy brand expression to more conservative and sophisticated applications.
EVOLVING THE LOGO: Technical adjustments to improve the geometry and optical balance without destroying the essential DNA, recognisability and brand equity.
GRAPHIC DEVICES: Within the logo are the elements that form the graphic devices – the classic geometric primary shapes of square, circle and triangle. These shapes define, frame, highlight and direct.
MORE SOPHISTICATED COLOURS: Hotwire Pink remains the cornerstone of the brand palette with a new range of supporting background colours to provide depth and shade. Highlight colours provide extra pop and differentiation, whilst neutrals are reserved for type and space.
THE HOTWIRE AURA: A graphic treatment to create ownable brand imagery that ties into our strategy and visual idea, without expensive photoshoots. The Hotwire aura evokes the effect of technology and Hotwire on the world around us. It ties in with the neon graphic elements and creates a sense of magic and possibility.
BRAND PATTERN: Based on the primary shapes graphic elements, the brand pattern provides a touch of sophistication. Like the endpapers of a book or the lining of a suit jacket, it acts as a supporting element, adding luxury and texture.