Sensory
Overdrive

Creating a new brand after a merger

Backstory

Client name : Plantronics / Polycom

Location : California, USA

What they do : 
Plantronics is an electronics company producing audio communication systems and is known for providing the first outer space audio communication technology during the first moon landing. Polycom is another electronics company developing collaboration technology from voice to video.

In 2018, Plantronics finalized its acquisition of Polycom. This endeavor creates a powerful vision to deliver 360 communication and collaboration technology. First, however, to ensure the success of this merger, they need to build a new brand that encompasses both technologies from Plantronics and Polycom, and the company's new direction through a compelling brand story, a new name, and a new visual system.

The brand's ambition was to deliver a seamless experience and bring new ways to hear, see, and work at the touch of a button. The new visual system needs to communicate a complete, integrated sensory experience.

Solution

Our "Human as Interface" concept drove a visual system composed of elements with multi-sensory representations through layers, patterns, and expressive imagery style. We used graphic layers to communicate how their products can integrate and enhance communication and collaboration. In addition, we used type flexibly in different applications to build on the dynamic qualities of the system.

We based our pattern system on their signature product. We placed the pattern over images to signify a "blanket" of connectivity, and applied motion to visualize sound waves.

The new name encompasses many factors about the brand—from the variety of products they produce to creating spaces for people to collaborate effectively and therefore inspired our logo. The signature product inspired us, as well, by making a perfect three-prong triangular symbol built from P's to represent the three brands—Plantronics + Polycom = Poly). The silhouette represents a 'play' button for their push to pursue new technologies.

Website concept to show how elements can animate online

Did it pop?

The brand came to life in 2019, just a few months after we finished the work. The new design was a success along with the new brand story and re-aligned the products. As a result, they now have a brand that would fulfill every team collaboration challenge worldwide using their newly branded products. In addition, the new brand ignited new areas to explore their technology and how to continue innovating.

Also, Poly has won the 2019 North America Transform Awards—bronze for best Visual Identity from the Technology, Media & Telecoms Sector, and silver for Best Corporate Rebrand Following a Merger or Acquisition category.

And recently, I was happy to see that the logo is n Red Bull Racing Team headsets.

`Red Bull Racing Team Headsets. Photo from Poly`

Process

With the new products added to the Plantronics portfolio, they needed to reorganize how to group each product for ease of communication. This work drove our design exploration to ensure that we are visualizing a multi-sensory brand.

Looking at other tech companies and out-of-category brands helped us push ideas beyond expectations from a tech company. We introduced them to a concept of “a living brand” that allows the brand to grow, flex, adapt, and integrate.

Inspiration

Given the challenges, we knew the goal and set out to explore different avenues to visualize their brand intentions. We looked at inspirations that will communicate connectivity and seamlessness from fashion to science. In developing the system, we also did a workshop with the creative director of products from Plantronics to discuss his philosophies of how technology, geometry, and human/nature feed each other's design qualities to inspire their creations.

`Ideation with the team on how to build our visual territories`

Exploration

My talented team pushed different ideas and concepts to test the concept of sensory. Then, exploring other avenues to visualize the new brand and present unique systems to the client.

Below are some of Kruti's experiments on the Poly Pixels motion.

Project squad

Designed with Prophet

Tali Krakowsky, Partner • Jesse Purewall, Partner • Baron Santiago, Design Director • Vansuka Chindavijak, Senior Designer • David Wong, Senior Designer • Lauren Kong, Designer • Difenni Shi, Designer - Web • Kruti Mehta, Design Intern

`Power team exploring logos and inspiration. From left: Kruti, Vansuka, and David.`

With the help of Tali and Jesse, we managed the team's creativity, from design exploration to inspiration boards. Vansuka initially explored the winning system and then developed it with Lauren, David, and Kruti, who also helped stretch her animation skills. Difenni helped with the website look and feel exploration under my guidance. Finally, I designed the logo and worked closely with the client to ensure that this logo represented the brand he envisioned.

Sensory Overdrive