Information technology company NCR Corporation unveiled the first manifestation of its new brand strategy in Las Vegas last week, after eight months’ work by Circus.
While the client’s stand at banking technology trade fair Retail Delivery ’98 previewed the brand strategy, the new corporate identity will appear in January. Circus conceived the stand design and is collaborating with Lambie-Nairn on the identity.
The strategy will eventually be translated to a whole range of communications media including multimedia and advertising.
The overall project is being masterminded by Circus. NCR appointed the group to conduct an entire brand strategy, to improve business communications internally and to the external world.
Circus is collaborating with several groups. It has appointed multimedia groups Digit and Think New Ideas to work on multimedia components of the programme. Digit’s appointment comes on the back of a live transmission to key NCR staff, just before the Las Vegas trade fair. Multimedia event organiser Lively Arts and its associate group
ShakerMaker worked with Circus on the broadcast.
“It took the form of a question and answer session and looked to communicate the strategy Circus had worked on,” says ShakerMaker technical production manager Craig Becker. “It looked at what the company was and how it should progress. The viewers then disseminated the information to their colleagues.” Lively Arts will work with Circus to develop the programme in January, through an event named Kick Off.