STORE, MANAGE, EDIT AND SHARE EVERY IMAGE
With global camera sales declining rapidly (15% fall in the past 5yrs, and set to continue), camera manufacturers are looking to alternative ways to grow and maintain a leadership position.
As a non-product based proposition, Irista represented a significant new step for Canon. At its heart was a single cloud-based storage facility, designed to help people conveniently store, manage, edit and share all their images. Making it easy to find any picture or any memory, regardless of which device it was shot on.
The task for brand was to transform this technically complex offer into an easy to understand consumer proposition, with a powerful brand idea at its heart.
TODAY, IMAGES ARE EASILY LOST AND MANY SIMPLY DIE
Consumer research and market analysis revealed how behaviour has changed in the way we now interact with the images we take.
Years ago, we took rolls of 36 and 24, maintained albums, and pinned up our favourite prints. Each picture mattered, and the memories they captured could be kept alive for years. But digital photography and multiple devices fundamentally changed all that. Individuals now take thousands of images a year, but most don’t appear to last that long and in essence many are lost and simply die.
The brand promise ‘Where every image lives’ plays with the double meaning of ‘lives’, making the simple connection between a place where images are stored, where they never die and can even live in another form.
SEEING EVERY IMAGE, BOTH NEAR AND FAR
The name Irista was created for the new brand. The words Iris & Vista were combined to echo the brand’s ability to see every image both near and far.
A distinctive letter ‘I’ symbol became the centrepiece for the visual identity, to symbolise a lens through which users can interact and view their imagery. The symbol worked both as an identifying logo and as an interactive window. Contrasting images were combined inside and outside the symbol to show how the new imagery editing software could also inspire the imagination and help transform the life of an image.
The distinctive design was developed and applied across a variety of on-line and mobile interfaces, as well as print and in-store communications.
A TOTAL IMAGING ECO-SYSTEM
Launched in June 2014, the initial results have been outstanding, with 10,000 users snapping up the opportunity to use the service in just the first week.
Irista will perform a central part in Canon’s strategy moving forward. As a traditional camera manufacturer, the Irista platform will act as the transforming ingredient to help Canon offer a total imaging eco-system, built around its traditional strengths of taking and printing, but now offering storing, editing, manipulating and sharing.
JUST SO WE ARE CLEAR
Not all of our experience has been gained as Robin.
So far, most of our stories, such as Irista, were achieved during our time at Brand Union and Wolff Olins, where between us we spent the best part of 30 years.