Tap Creative were approached by Astellas Pharma to design internal branding for the newly formed "Innovations Team". The innovations team are responsible for changing thought processes company wide and driving innovative new ways of working. This was also to be partnered up with a cross media online campaign.
The solution:
The branding is brightly coloured and features a myriad of coloured bricks which also make up the lettering in the logo. Along with the initial branding project Tap Creative were also asked to think of innovative ways the "Innovation Programme" could be communicated. The programme will eminate from an Innovations room at Astellas head office which features the branding along wth an inspiring environment filled with brightly coloured furniture and funky shapes.
Our suggestion was to place teasers for the campaign in unexpected places such as the company Gym (see Gym ball with Innovations QR Code concept to the right), or within the staff restaurant. We suggested this as in our experience true innovation comes when you stop trying so hard. When you have done the correct research and raised the correct questions as soon as your brain calms down and shifts into neutral.. bang! an idea pops in.
The QR code would take people to a site that uses cross media to ask where employees felt most inspired. The site would then write staff names into their place of choice in order to increase engagement.
You can try it out here:
View the Astellas Cross Media Campaign >
The site it drives you to will feature your name written dynamically into the header - but all exsiting content there is for proof of concept only at this stage. If you want to try several goes with different choices please make sure you clear your browser cache each time.
Here is what Astellas thought of our work:
"At Astellas we wanted to develop innovation in our business and campaign it to the organisation. After what could have been a nightmare brief for Tap: "please give us innovative branding about innovation" Tap demonstrated excellent creativity and interpretation of our brief. They delivered a superb execution of the innovation branding which we are delighted with. The branding has really helped the campaign live by being innovative, memorable and flexible"
Jo Underhill, Divisional Manager
Astellas
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