[Insight / Strategy / Naming / Branding / Campaign]
Arcadis Gen is an exciting new global business from Arcadis. They use data to help cities and some of the world’s biggest organisations make decisions that maximise efficiencies, reducing environmental impact.
Our goal was to communicate the positive impact data can have on infrastructure, turning the digital into the tangible.
Our goal was to create a brand that was ever moving, shaping our world.
Our goal was to capture the culture of the business.
Our goal was to generate what’s next.
To really understand their business – we undertook stakeholder interviews which gave us real insight into their business and culture.
We ran two naming workshops to create a robust naming and messaging framework along with a creative workshop where we got hands on with their teams to see how far we wanted to stretch their brand.
Gen.
Generate, genesis. The start of something new.
Generating what’s next.
This became our starting point for our creative – how could we create a brand that generates what’s next?
Going beyond a traditional creative approach, we asked the questions: How can data define and create our brand? How does it behave in the digital space? Can this inform the static graphics to create something completely unique?
To do this, we experimented in the 3D space, using VRay and Houdini to create a living, breathing brand, that reacted to data. This created our first prototype. The Arcadis Gen biosphere.
The biosphere changed in each iteration, creating a set of unique visual assets that informed all the creative executions.
We rolled this out across offline and offline communications, providing them with set of guidelines and photography.
Arcadis Gen is our response to one question; what’s next? Arcadis Gen is a new, complementary sub brand and offering, formed to create agile, creative teams that bring a unique collection of skills together for every project. Our new biosphere will incubate new ideas. Share insights. And challenge what’s expected. Helping us and our clients reshape the future by generating what’s next…
We created a campaign framework to launch Arcadis Gen, to a large global (and internal) audience, with varying levels of understanding about what Arcadis Gen is, what it offers, and what its relationship to the parent company is.
Whilst we created a set of guidelines for their creative teams. Gen was much more than an ad campaign. It was about doing things the Gen way. Generating the next way of doing things.
We developed lunch and learn sessions called ‘Genbites’ and event activations that used tech and innovation to create ‘living and breathing’ installations that delegates could interact with.