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Visual identity and campaigns

Euphoria Telecom

Supporting a dynamic technology brand with a bold and powerful visual identity system.

Euphoria Telecom is the leading cloud-based business phone system in Southern Africa. The telecoms and technology brand offers a wide range of phone and telephony solutions for businesses and contact centers. Euphoria came to us with a visual identity which was weak and didn't deliver the impact the business deserved. We helped with a visual identity system as well as campaigns and creative designed for maximum visibility and standout.

The visual identity system uses a simple overlapping rectangular device in the primary brand colours.
The visual identity system uses a simple overlapping rectangular device in the primary brand colours.

Our first task became developing a system which could adapt to any format yet still clearly carry the brand association.

Visual identity and brand development

Our most recent project with Euphoria involved the improvement of the overall look and feel of the brand visual identity. The previous incarnation used a combination of cliched cloud devices alongside a random usage of round shapes. It was difficult to adapt the system to various formats given that circular shapes are very space hungry and are not very conducive to adaptable layouts. Our first task became developing a system which could adapt to any format yet still clearly carry the brand association. We used an extended and more contrasting colour palette. The typography styling and hierarchy then combined with the colour to create recognisable headlines.

The colour palette is based on a palette which pays homage to blending modes (multiply in particular) and old 3D Analglyhs.

Graphic device

We developed a simple and flexible graphic device which allowed the brand to be applied to any material no matter the format. The dimensions within the shapes as well as the proportion of colour is fully adaptable. This means the text interacting with the graphic device had no constraints in terms of page alignment. The colour palette is based on a palette which pays homage to blending modes (multiply in particular) and old 3D Analglyhs. This creates the impression that a red panel is floating above a light blue panel with a darker portion indicative of dimension. This gives the whole graphic system its power in advertising and comms.

The colour palette is based on a palette which pays homage to blending modes (multiply in particular) and old 3D Analglyhs.
The combination of consistent type styling, colour usage and graphic system creates an instantly recognisable brand.
The combination of consistent type styling, colour usage and graphic system creates an instantly recognisable brand.
We created moodboard imagery and illustrated how the colour palette could be used. This was applied in handover to internal design teams.
We created moodboard imagery and illustrated how the colour palette could be used. This was applied in handover to internal design teams.

The quirky environmental graphics for the Euphoria headquarters in Cape Town - designed to inspire staff and visitors alike

Environmental graphics

Preceding our development of the visual identity, Firedog created quirky environmental graphics for the Euphoria headquarters in Cape Town. At this stage we had already started to flirt with a contrasting bright red colour offset. The impactful brand graphic is designed to inspire staff and visitors by featuring line drawn characters and typography. They are connected together metaphorically like lines of communication, combined with brand positioning statements.

 

The wall lies immediately within the reception of the HQ in Cape Town.
The wall lies immediately within the reception of the HQ in Cape Town.

The campaign used vibrant acidic colours and a quirky illustrative style.

Social media poster campaign

We created a youthful engagement campaign within Facebook in order to raise awareness. We formulated a disruptive illustration based campaign utilizing vibrant acidic colours and a quirky illustrative style. The typical social media post tends towards photography. Thus we conveyed the less corporate and contrarian nature of the technology brand.

 

Firedog presented a number of hand drawn conceptual sketches before focusing on the three strongest concepts. We find this creative process incredibly efficient, whilst providing the client the benefit of choice.
Firedog presented a number of hand drawn conceptual sketches before focusing on the three strongest concepts. We find this creative process incredibly efficient, whilst providing the client the benefit of choice.
The colour was deliberately chosen to maximise stand out within social media.
The colour was deliberately chosen to maximise stand out within social media.
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