Lightspeed Voice Rebrand

with Studio BC/C

Background

After a design project that never left the ground, we reconnected with Lightspeed Voice at a CEO roundtable branding workshop. Expressing a desire to refresh, our initial discovery sessions were some of the most fun I’ve ever conducted— a tone that would run throughout the project.

Project Scope

Name Change
Brand Promise
Logo
Color / Font
Tradeshow Collateral
Website

What I did

Discovery Workshop
Competitive Audit / Market Research
Primary Research
Tone of Voice / Brand Character Creative Brief
Copywriting
Site Architecture

Positioning & Creative Strategy

Problem

My consumer interviews showed that people are jaded by the overpromises of tech companies.

This is especially true in the telecom space. I found an insight around the cynicism people feel about technology’s promise to make work easier. There’s a friction in that reality that people are reliant on their tech. We decided to use this cynicism in our creative strategy.

Creative Strategy

Researching the visual history of the industry, we found inspiration in classic post-war futuristic technological optimism. The marvel of future technology was earnest in the 60’s but now is now nostalgic, or worse, contrived. We found a similar convention in the contemporary market, though subdued by new industry cliches (“all-in-one.”)

How do we communicate Lightspeed’s differentiating value without sounding like everyone else?

Satire

We decided to push the brand promise to the level of satire, to balance hyperbolic claims with facts.

The full visual identity included a logo color system, a mascot as a voice for the consumer and a doodle style to help disarm the satire while connecting the creative to the brand’s nostalgic reference points.