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DANIEL LEVANON’S XYPHID. A NO-BS
CREATIVE BRANDING AND MARKETING AGENCY.
XYPHID FOCUSES ON GROWTH STAGE, TECH-RELATED BUSINESSES.
WE PROVIDE THEM WITH BRANDING, WEB DESIGN, UX/UI, VIDEO,
& MARKETING STRATEGY SERVICES.
ALL ITEMS ARE AT LEAST 70%
RECYCLED, AND 30%
2017 Gimmonix was expanding rapidly and with it a fresh management team, 3 new products and a brand new brand-image eager to be conveyed to its audience. They’ve just finished designing a brand new office for themselves which they felt conveyed the spirit of the company better than any other physical being could.
Gimmonix felt that their newly designed space was conveying their identity so well that they wanted their whole brand to reflect it
We began our process with the founding team by brainstorming how their space could be used as their face, interconnected with every part of their visual brand.
Prior to this branding project, Gimmonix was mainly known for their lead product, “Travolutionary,” which was often mistaken for the brand’s name. Travolutionary’s logo (designed by 2015 xyphid) incorporated a flag motive that was simplified to reflect travel and technology (see flag animation below). We opted to keep the symbol that the industry had learned to recognize and expand it to the motherbrand and newer products Mapping.Works and Reservation.Works. A dark color theme consisting of a lot of black, along with neon-colored color lines to convery the aggressiveness and disruptive-aura the Gimmonix industrial space carried with it was chosen. Some brands opt for being bold and unique despite their industry, this was the case with Gimmonix.
Below is an example of the logo animated to reflect its nature as a flag. Notice the flag waves in a robotic/zigzag manner to accentuate its technological nature as opposed to a completely organic movement.
As part of launching the new brand we’ve created a video featuring Gimmonix’s management team discussing how their travel software-infrastructure solutions reduce hassle for their customers. The video was scripted under tagline and concept “it just works,” to demonstrate how travel companies could leave the technological heavy lifting to Gimmonix and focus on marketing and selling their product — what they do best.
Apart from the conceptual hassle-free-ness that is demonstrated throughout, we’ve made sure to include the office-spirit as a living-breathing creature, with a notable participation in the video as an item in itself as opposed to only being a background.
In the examples below, you can see how typography played a major part in Gimmonix’s visual identity. The management team at Gimmonix was going out of their way to stand out from the crowd, and as such they resented the idea of using simple iconography “like everybody else is doing.” We decided that apart from the recognizable office space, we’ll keep illustrations to a minimum, and opted for strong typographical layouts instead.
Gimmonix took a risk with an experimental website that opted for personality over accuracy. The office space vibe is prevalent throughout and reads like a magazine more than it would a traditional marketing website. We’ve produced some 12 live explainer videos narrated by the company’s top executives to accompany the written material. It worked. 6-months post-launching the websites, the team at Gimmonix reported an increasing interest in the brand, and clients and prospects had testified to finding it highly memorable — this was especially noticable during trade shows, where everybody seemed to identify the company that used to be rather humble in presence beforehand.
Some 17 desktop and mobile templates were created complete with modular video, blog, and other interchangeable sections. We’ve made sure to include the office space throughout with a bonus of having many pictures of actual Gimmonix employees working.
2017-2019 Gimmonix was big on experimenting with various campaign and explainer styles. We’d helped them roll out, explain, and re-entice their audiences on their unique solutions spanning over 20 different campaigns and over 200 pieces of specialized content.
The Gimmonix management team is especially fond of embarking on creative advertising campaigns. We’ve had tons of fun conceiving and producing Dr. Traovlutionary, a travel-tech psychiatrist that aids his patients with cures to the most disabling challenges in their online travel businesses. The kicker: actors were actual Gimmonix employees.