Symphony EYC is an analytics company, collecting big data for global supermarket chains and large retailers to help understand consumer spending. The information gathered is used to produce loyalty cards and discount codes. EYC approached us to help with an exhibition they were hosting in Dubai, to pitch their latest software to industry professionals.
Our brief was to produce an interesting and attractive visual representation of a very complex platform, both digitally and in print. Our challenge was to deliver content that could be translated into different media types.
To accurately and quickly explain the concept of these complex products to a very educated, tech-savvy audience, in order to help them decide if EYC meets their needs.
“At Symphony EYC we are always looking to improve, bread-crumbs has been a vital partner in helping our Marketing function achieve this. They understood the look and feel we are trying to achieve and they have always been flexible and adaptable in dealing with changing parameters in going from concept to development and creation. The bread-crumbs approach is the one we look for – simple, considered advice always backed up by impressive and appropriate creative development and execution.”
The outcome of this project was an infographic, a motion graphics video and a collection of foldable handouts for Symphony EYC to use in their pitch and exhibition. Following the event, our work was displayed at their offices which led them to reassess their existing brand guidelines and help influence future decisions regarding branding.
The truly unique part of this project was creating the foldable handouts. We were determined to make them stand out and be different from the conventional folded leaflet. We prototyped various types of folds, drawing a lot of influence from the Japanese art of origami. We then liaised with the printing house to produce this complex die cutting plate and overlooked production.
The result was a creative handout that was easily understood, both open and closed.
Step 1: Strategy
After an initial meeting with Symphony EYC, we dissected the content we had to fully understand the product they were promoting, who they were, and who their audience was. After analysing this content, we broke it down into segments consisting of the fundamental key parts that could then be translated into a visual format. This process took a significant amount of organising and planning, as the project quickly scaled.
Step 2: Experience planning
This particular project was different, as previously when asked to create this type of content, it is usually to promote something to an audience that is unknowledgeable in that area. However, this work was for an audience of highly knowledgeable, industry professionals. The content we had was very text heavy; our job was to ensure all the relevant information was covered while still providing an easy to read and condensed handout. In contrast to other companies in this industry, our leaflet and infographics were bolder, more compelling and significantly more colourful.
Step 3: Design
For the handout leaflet, we used the concept of hot spots and cold spots within a supermarket to dictate the colour scheme. We created icons, logos, motion graphics and sourced images to use within the handouts. We also created a set of brand guidelines for them to use in the future.