Raedium Brand Idenity Concepts Case Study

Raedium is a electronic direct marketing company based out of Australia. As a new startup they were unsure of where they wanted to take their brand’s visual identity and reached out to We Power Business to provide a few options for them to consider.

Providing brand identity concepts to a new Australian startup

Raedium is an Australian-based company dominating the “EDM” (electronic direct marketing) category. In short, they are
a data company specializing in email marketing and are able to target audiences in ways that powerfully drive not just
the open rate or click-through, but efficacy, impact, and action.

We were told the door is wide open as far as interpreting the brand’s visual identity. While Raedium is happy with aspects of their identity, they are also aware that a cohesive brand identity reflective of their brand strategy and archetype are what will help them win the market.

The Strategy

Our strategy was to explore a few different directions that made sense for the Raedium brand to head in. These visual directions have to represent the brand in a fun and exciting way while still connecting to their target audience. We started by compiling a list of words that describe the brand and its culture to help create alignment on what Raedium means to their community and how that could be expressed visually.

Look and Feel
Human
Friendly
Powerful
Simple // Clear
Modern // Clean
Cheerful // Delight // Surprise
Innovative

Voice and Tone
Authority // Expert
Empowering
Precise // Targeted
Catalyst // Transformative
Quick // Ease // Helpful
Wonderous
Knowledgeable

Proven Results

We provided Raedium with two directions for their visual brand. Direction one was titled “Modern Authority” and we tried to showcase a feeling of modern, clean, and electric, as well as a tone of authoritative, knowledgeable, and empowering.

Our second direction was titled “Friendly Expert”. This direction while leveraging the same clean and modern traits went more towards playful & friendly as opposed to serious and strict. The contrast between the blue and yellow hues pop against each other but also provide a playful, youthful energy versus the high tech, electric feel of the “Modern Authority” direction.

 

Direction #1: Modern Authority
(hover or click on image to view full design)

Direction #2: Friendly Expert
(hover or click on image to view full design)

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