GROOVY . CORPORATE COMMUNICATION
THE ALTERNATIVE VISION OF A DYNAMIC ITALIAN COMPANY
COMMUNICATION + DESIGN + INTERIOR
SINCE 2018, OUR STUDIO HAS BEEN INVOLVED IN A CONTINUOUS COLLABORATION WITH GROOVY SRL, AN ENTERPRISING ITALIAN COMPANY SPECIALISING IN ACCESSORIES FOR MOBILE PHONES. THIS IS A PROJECT THAT COMBINES MARKETING, GRAPHICS, PRODUCT DESIGN AND COPYWRITING.
THE FIRST STEP WAS TO DEFINE THE COMPANY’S CORPORATE IMAGE, WITH THE GOAL OF COMMUNICATING THE VALUE OF ITS UNIQUE SERVICE TO CUSTOMERS, ESTABLISHING ITS POSITION IN RELATION TO COMPETITORS. THE ESSENTIAL REQUIREMENT IS VISUAL CONTINUITY, EXPRESSED THROUGH A COMBINATION OF ELEMENTS THAT FORM A COMPLETE SYSTEM OF COMMUNICATION: COLOUR, PHOTOGRAPHIC STYLE, FONTS, BUSINESS CARDS AND MULTIMEDIA APPLICATIONS, TRADE FAIR STANDS, A WEBSITE, THE PRODUCTS AND THEIR PACKAGING. WE STARTED WITH THE COLOUR, OPTING FOR YELLOW AND PETROLEUM BLUE, AS WELL AS GREY FOR GROOVY’S BRAND IDENTITY. THE IDEA WAS TO RESEARCH VISUAL CONNOTATIONS IN ORDER TO SELECT ACCENT TONES THAT WOULD EXPRESS THE COMPANY’S VALUES: YELLOW, A SYMBOL OF ENERGY AND DYNAMISM, AND PETROLEUM BLUE, A SYMBOL OF SECURITY AND DEPENDABILITY. MORE GENERALLY, OUR AIM WAS TO GIVE GROOVY AN IDENTITY THAT WOULD MAKE IT DISTINCTIVE AND RECOGNISABLE. THEREFORE, WE ASSIGNED PARTICULAR IMPORTANCE TO THE INFINITY SIGN, WHICH IS PART OF THE BRAND’S LOGO, AND WE USED IT BOTH ON THE PRODUCTS AND ON THE DISPLAY STANDS.
CONSIDERING THAT THE INTERNET IS THE PRIMARY MEANS OF COMMUNICATION AND INFORMATION, NOT ONLY BETWEEN INDIVIDUAL USERS, BUT ALSO BETWEEN BRANDS AND CUSTOMERS, WE DECIDED TO DESIGN A NEW COMPANY WEBSITE. THE COMMUNICATION DEPARTMENT AND THE WEBMASTERS WORKED IN COOPERATION, IN ORDER TO PRODUCE THE BEST POSSIBLE RESULTS IN TERMS OF VISIBILITY, A CONSISTENT IMAGE, ACCESSIBILITY, SEO OPTIMISATION AND COMPATIBILITY WITH ALL MAJOR DEVICES. THIS WAY, IT WILL BE SIMPLER FOR CUSTOMERS AND COLLABORATORS TO GET IN TOUCH WITH GROOVY AND KEEP UP TO DATE WITH THEIR LATEST NEWS AND PROMOTIONS. WE DESIGNED IT AS A PLATFORM FOR INFORMATION AND SALES, THROUGH WHICH IT IS POSSIBLE TO TELL THE STORY OF THE COMPANY’S EVOLUTION, ALSO THANKS TO CONNECTIONS WITH OTHER DIGITAL TOOLS: NEWSLETTERS, SOCIAL MEDIA, LANDING PAGES, ETC. A FLEXIBLE MEANS OF COMMUNICATION THAT IS ABLE TO GROW ALONGSIDE THE COMPANY.
FOR THE MOST SIGNIFICANT NEW PRODUCTS, WE HAVE CREATED DEDICATED ADVERTISING CAMPAIGNS. FOR THE LAUNCH OF THE NEW DISPLAY STAND, FOR EXAMPLE, WE USED GROOVY’S VALUES TO CREATE AN IMAGE THAT WOULD BOTH INSPIRE LOYAL CUSTOMERS AND ENGAGE A NEW AUDIENCE. IN THIS CASE, WE REFERRED TO GROOVY’S ADVANTAGES AND ITS TARGET AUDIENCE: A FINAL CONSUMER WHO IS YOUNG, DYNAMIC, AND OPEN TO CHANGE AND TECHNOLOGICAL TRANSFORMATIONS. STARTING FROM THE BRAND’S TONGUE-IN-CHEEK IDENTITY, WE ALSO TOOK INTO CONSIDERATION THE TRENDS OF THE MOMENT, SUCH AS THE 50TH ANNIVERSARY OF THE MOON LANDING, IN ORDER TO COMMUNICATE GROOVY’S INTRINSIC DESIRE FOR CONSTANT EVOLUTION, BOTH IN TERMS OF QUALITY AND TECHNOLOGY. THE SLOGAN “FUTURE OPTICS” COMPLETES THE ADVERTISING CAMPAIGN, AGAIN HIGHLIGHTING THE IDEA OF CHANGE AND EXPLORATION – IN TERMS OF PRODUCT RESEARCH – AS THE COMPANY’S FOCUS.
FOR THE DEVELOPMENT OF THE NEW DISPLAY STAND, GROOVY PUT THEIR TRUST IN OUR PROFESSIONALS. THE PRODUCT CREATED DRAWS ON THE INFINITY SIGN, REPRESENTING THE BRAND’S IMAGE. WE REDESIGNED THE DISPLAY STAND, TRANSFORMING IT INTO A DESIGN PIECE, AS WELL AS A SALES TOOL: ITS NEW INFINITY SHAPE MAKES IT UNIQUE AND RECOGNISABLE. THE SAME COLOURS PROPOSED FOR THE CORPORATE IMAGE ARE NOW REFLECTED IN THE DISPLAY SET-UP, AND IN SOME FLAGSHIP PRODUCTS. IN PARALLEL, WE CARRIED OUT RESEARCH ON TRENDS FOR THE CHOICE OF MATERIALS. WE OPTED FOR A SOFT TOUCH FINISH, WHICH IS VERY MUCH IN VOGUE IN THE TECHNOLOGY SECTOR, AND GIVES THE ITEMS A NEW EXPRESSIVE, SENSORY DIMENSION.
GROOVY’S DYNAMISM, AND THEIR DESIRE FOR CONSTANT EVOLUTION, IS ALSO REFLECTED IN THE DECISION TO INVEST IN SOCIAL MEDIA CHANNELS. ONLINE NETWORKS ARE BECOMING MORE AND MORE ACTIVE, AND REACHING THEM IS AN OPPORTUNITY FOR GROWTH AND VISIBILITY TO AN AUDIENCE OF THOUSANDS OF POTENTIAL CUSTOMERS. THEREFORE, DIGITAL REPUTATION BECOMES THE POINT OF CONNECTION BETWEEN ALL THE COMMUNICATION ACTIVITIES WE HAVE LAUNCHED: THE WEB AS A BUSINESS TOOL. THANKS TO ITS STRATEGIC, GLOBAL APPROACH, OUR STUDIO IS ABLE TO COORDINATE AND MANAGE THE PROJECT WITH INTER-DEPARTMENTAL EXPERTISE: THE COMMUNICATION MANAGER, ALONG WITH THE SOCIAL MEDIA MANAGER AND GRAPHIC DESIGNER, WORKS WITH THE GOAL OF SUPPORTING THE BRAND’S SALES. HAVING IDENTIFIED THE TARGET AUDIENCES, WE EVALUATED THE TONE OF VOICE AND PHOTOGRAPHIC STYLE MOST SUITABLE TO ENGAGE THEM. AFTER THIS, WE ANALYSED THE MAIN SOCIAL MEDIA PLATFORMS IN ORDER TO DIFFERENTIATE OUR COMMUNICATION, TAKING INTO ACCOUNT THEIR ORIGINAL FUNCTIONS: ON LINKEDIN, WE SPEAK TO THEIR BUSINESS CLIENTS (FORMAL COMMUNICATION, ADDRESSED TO A MORE MATURE TARGET AUDIENCE), ON INSTAGRAM TO THE FINAL CONSUMER (TONGUE-IN-CHEEK COMMUNICATION, ADDRESSED TO A YOUNGER TARGET AUDIENCE), AND ON FACEBOOK WE SHARE NEWS AND INFORMATION ADDRESSED TO BOTH AUDIENCES. GRAPHICS AND WRITING ARE USED AS MARKETING TOOLS, WITH A VIEW TO ACQUIRING POTENTIAL CUSTOMERS AND GAINING THEIR LOYALTY.
