Following the launch of Hive in the UK, Wolff Olins is helping introduce the brand into seven North American markets with a new visual identity system and tone of voice. The client provides a mix of software, products and services that create a connected “smart home;” the client wanted a look and feel that better captured the more human and lifestyle possibilities of what the experience is about. Rosie Isbell, Design Director at Wolff Olins, explains, “We needed to help the Hive brand be human in a tech-heavy and confusing market. All while creating a design system that could be stretched across their entire experience.”
The visual identity uses panels and shifting perspectives to reflect the uniqueness of each person’s homes and bring more flexibility to the system across global platforms and channels. In addition, the color palette has been brightened to create a more approachable, friendly and energetic feel, and the tone of voice has been crafted to help the brand tell more human stories about connected homes for real people.
The North American rollout includes a new website and “Let’s Get Living” advertising and digital campaign. Additional credits on the overall project includde: Jack Wells and Jack Starks from Writing Club for tone of voice guidelines; and CHI Advertising and Added Value agencies.