Meta AR Brand Strategy

How we helped a tech pioneer communicate leadership and neuroscience expertise in a secretive, rapidly evolving industry.

Photo by Samuel Zeller on Unsplash

Redwood City, CA

Tech - Augmented Reality

Focus: B2B, B2C, Internal

CONTEXT

Meta, a Y Combinator alum, was moving at the speed of startup as they prepared for the launch of their ambitious second-generation augmented reality product. The team had attempted to articulate their brand internally, but a lack of clarity and alignment was holding them back. They put out an RFP to some big-name agencies, but decided to hire Vitamin C and Interactivism to work in parallel to develop the brand strategy and brand identity rapidly.

The team had attempted to articulate their brand internally, but a lack of clarity and alignment was holding them back.

VITAMIN C SERVICES

Brand Strategy

• On-site brand immersion and stakeholder interviews

• Audit of existing materials and external inspiration

• Competitive analysis

• Development of brand vision/mission/position and pillars

• Messaging framework

• Brand expression guidelines including voice/tone, vocabulary, and photography

Brand Activation

• Brand guidance on website design and structure, marketing deliverables, and launch plan

• Website content development, including timeline summarizing the history of Augmented Reality

MOMENT OF CLARITY

During our competitive analysis, it became clear that virtual reality and augmented reality are often lumped together as VR/AR (with VR often getting more attention), when the experiences are actually quite different. We decided to elevate and clearly explain the differences between the two to more clearly communicate the Meta experience as well as the practical applications.

CREATIVE INSPIRATION

We developed the brand foundation around three pillars that expressed the differentiating qualities of augmented reality as well as Meta's unique competitive advantage and specific expertise in neuroscience: Human (deeper understanding), Liberating (freer expression), and Designed for Flow (optimal productivity).

We developed the brand foundation around three pillars that expressed the differentiating qualities of augmented reality as well as Meta's unique competitive advantage and specific expertise in neuroscience.

These pillars informed the stunning new "light painting" brand identity.

https://www.youtube.com/watch?v=DQ51nIgYEKc

You can also hear them in Meta's CEO and founder, Meron Gribetz's TED Talk, A glimpse of the future through an augmented reality headset.

https://www.youtube.com/watch?v=H9ZOpQzjukY

CONTENT CLIP

HAPPY CLIENT

"Everyone loved what you brought to the table." Brendan Works, Director of Product

COLLABORATORS

Interactivism (visual identity)

Stuart McFaul, Spiral Group (messaging and marketing strategy)

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