BACKGROUND / CHALLENGE:
Founded in 1893 in Paris, Technicolor has a storied history providing creative services and technology products to the communications, entertainment, and media industries globally. In 2022, the company decided to spinoff the creative services piece of the business and keep the connected home and DVD services/supply chain services activities and approached WANT in need of a powerful new brand in a fast-tracked timeline. All the work needed to be completed in 45 days in time for an important investor conference.
SOLUTION:
The project began with discovery interviews and competitive brand audits to understand the brand opportunity space in the market.
After the extensive yet rapid discovery phase, WANT presented discovery findings, positioning options, and initial names for the new spinoff. The positioning idea of “Pushing The Edge” was chosen as the brand positioning to convey the leading role the company will play in pushing innovation and connection for their customers.
We gathered feedback from the first round of naming, created hundreds more names, and shortlisted down to a list of 20 names to present for round 2 naming. After further legal due diligence, the name Vantiva was chosen for the new brand. The name highlights and supports the positioning, denoting a firm who delivers the connectivity advantage for their customers.
Along with the new name, we worked to align the architecture and decided to add a descriptive lock-up: Supply Chain Services, to allow the DVD and logistics business to go-to-market as part of the new Vantiva brand.
Finally, we created a logo to support the new name that subtly links back to the great Technicolor heritage while also supporting a bold new business. A brand style guide including logo / lockup usage guidelines, app icons, supergraphics/textures, imagery, font and more was created to ensure a powerful and consistent deployment of the brand at launch and beyond.
After a rapid 45-day program, the Vantiva brand was successfully launched on June 14 with a powerful brand platform to ensure global success.
