Brand Strategy, Creative Direction, Project Coordination, Campaign Strategy & Production, Design
Device Repair. Wherever and Whenever you need it. Seriously. The average person does not care how their technology works, they just want it to work... and fast. Especially as tech devices become more complicated and ingrained in our daily lives. iCracked bridges the ever-widening gap between people and that "moment of magic" they experience when their technology simply works the way it should.
Bridging the Gap: iCracked needed to evolve along with technology and target new consumer need states that could withstand the test of time. We changed the consumer perception of the iCracked brand from stale, generic, transactional, technician-focussed and solely phone-repair-capable to a vibrant, consumer-engaging, and relatable world-class platform and trusted partner in repair, installation, education, troubleshooting and beyond.
The evolution required an extensive company audit, new brand positioning and messaging strategy for audience targets. These became the springboard for a new identity, color pallet, and complete redesign of all things iCracked.
IMAGES:
Identity + Website: Color/ font psychology audit, site re-platform, re-design, SEO audit, content creation & copywriting.
Photography Style: New color treatments and focus on "wherever, whenever" aspect of the iCracked service, as well as a delightful customer experience.
Brand Relaunch Viral Video & PR Campaign: Video concept, script, and production. Scene styling and editing direction.
Brand Engagement Event & Press Kit: Featuring free phone repairs in exchange for social media sharing and press releases. Event announcement, press bag with repair voucher and shot glass, blog graphics and article featuring Cinco de Mayo phone trivia. Snapchat geo-filter.
Digital Display: Web banners and ad spots for paid search and social media with stronger CTA architectures and clearer RTBs.
Packaging & Swag Store Launch: DIY Kit package redesign. Launch of swag store for use by the technician network. Branded uniform shirts, business cards, promotional giveaway items.
Technician Network Identity & Social Media Skins: Developed for a streamlined and professional representation of iCracked’s tech network.
Technician On-Site Profile & Locator
Technician Network Smart Car Wraps: Fleet of 1000+ “mobile billboards” driven by top performing technicians nationwide.
Brand Platform & Tone of Voice: Audit, brand strategy, positioning, mission statement and manifesto.
