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| Case Studies |
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| ETL Infrastructure Services Ltd |
OVERVIEW
Chennai is fast emerging as an I.T hub. Elnet builders already had
a strong brand reputation when they came to us. Their key requirement
was the refinement of their image. According to Mr Jair D'Souza
“principles before profits “was a maxim that the company
firmly held. Their strong leaning towards these values stemmed from
their traditional roots. We at Fourteen, had to emphasize on this as
much as possible. Keeping the company's image in mind, we had to incorporate
their ethnic roots into the campaign. At the same time, we had to impart
an international feel to it. Both these elements had to work in tandem
because of the target audience involved. This in short was to represent
the face of modern corporate India. The client requirement was to come
up with an identity for their information park. In addition to this
we also had to develop a web site for them to display all the relevant
information on the project.
FACT ANALYSIS
The key word here was tradition. The site, the logo, every aspect of
the image had to ooze out tradition. “While selling I.T infrastructure
to large multinationals, we had to use heritage as a USP” George
Mathew (Creative head). The logo had to be something that was easily
identifiable with, and the colors used had to reflect dynamism and opportunity.
We also had to develop an ad film, a sort of teaser, which would arouse
curiosity. Knowing our audiences attention span, we had to keep the
entire promo as slick as possible. The site had to be comprehensive
in the sense that every feature had to be highlighted to the maximum.
Elenet was looking to pull in the big fish and the lure had to catch
their eye.
SOLUTION IMPLEMENTATION
The logo” CHENNAI ONE” instantly accomplished our need
for brand recognition and placement. The color orange reflected all
the dynamism that the park stood for. The ad visual had fast paced images
accompanied by traditional music. Both these elements worked in harmony.
This ensured that both the client's needs as well as the audience's
sensibilities were kept in mind. The site developed by us carried forward
our traditional theme to the hilt. It also provided comprehensive information
about CHENNAI ONE. The end result was an image, which conveyed an amalgamation
of traditional values with international standards. |
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