Product Repositioning & Rebranding
I was tasked with re-positioning our company's biometric products as part of a series of products that allowed touchless curb-to-gate passenger self-service.
I created the messaging and visual identity for the new solution.
We received positive customer feedback - many said that they liked the clarity of how we explained our products.
The Problem
I worked for a company that had individual products with biometric capabilities. Before we created the new brand and repositioned the products, the products were marketed indivdiually. We looked at industry trends and we realized that our already-innovative biometric products could be fused together to create a revolutionary, streamlined experience for travelers. We quickly transformed the individual pieces into one powerful solution – a touchless passenger self-service experience from curb to gate.
The Solution
- I did competitor research to identify trends and to understand how the industry talked about this new technology.
- 90% of all information is understood visually, so I created the visual product brand identity to explain the solution that our company offered in a simple way.
- I created the messaging to explain the solution, its features, and its benefits.
- The main message was that we have a complete end-to-end touchless solution that is user-friendly and enables the future of passenger travel. It’s modular so that you can update incrementally, and it is standards-compliant (versus our competitors, which use propriety software).
The Results
- Our company now has a newly repackaged product/solution offering for our sales team to pitch to customers looking for a complete curb-to-gate solution.
- Increased customer and user understanding of our solution.
- The company’s biometric products are being deployed in airports in North America to speed up passenger throughput and increase security.