Armed with a handheld prototype and a dream team of designers, we created and launched a total brand that spoke directly to the ‘liquid lifestyle’ of its market, and translated that lifestyle into a language completely distinct within the social technology landscape. We designed the brand to reflect the leading-edge youth audience’s preference of idiosyncrasy over homogeneity, complexity over simplicity, and inclusion over selectivity. Ogo communicated with words: IM, SMS and email, and so did our campaign. We developed a multivalent grammar that we activated variously to drive awareness, communicate functionality, or reflect user experience. Visual language and messaging was modulated for each touchpoint’s context, but taken as a whole, communicated the totality of the brand.
The brand lived in Ogo retail environments within AT&T stores, in youth-oriented magazines, and in traditional outdoor print and online media. In addition to the marketing language, we gave Ogo its name, a voice in the form of a multiphonic chant audio logo, a package, an iconography for the device’s hardware and UI, and a family of on-screen avatars. We even wrote the user handbook.