A global technology manufacturer developed a new product for coordinating and enhancing the performance of select communications systems and devices. Recognizing that branding and visual identity are as important as functionality and design, the manufacturer planned to brand the new technology with a visual identity.

We worked closely with our partner, Cheskin, whose design and packaging acumen is recognized worldwide. The first phase of this study consisted of a robust qualitative phase that explored reactions to a set of potential designs and provided initial direction on identity redesign. For the quantitative effort, since our clients needed global feedback fast, we utilized PlanetPanel®, our online research community with 400,000+ members in more than 20 countries. In less than a week, we had consumer input from the US, Asia, and Europe, responding to multiple visual identities under consideration. Based on the results, MSI and Cheskin provided the client with insights into the strengths and weaknesses of each potential identity.