The shots are heavily produced in order to create a futuristic feel. The models and movement blurs have been shot in a blue screen environment and dropped into artificial rendered landscapes.
The creative concept is loosely based on the poem If by Rudyard Kipling - the idea is that whilst the world is frenetically lost in a daze of confusion, one solitary figure sits calmly - their IT fluid and stable.
As part of the wider brand refresh Firedog applied the new look and feel to the Charles Street website. The corporate website is one of the key touchpoints for a business-to-business brand and is an essential deliverable for a project of this type. As the company had expanded to become a serious mid-size player in the market they needed to develop their brand to appeal to their growing audience, the website being the key outward facing articulation of this new positioning. Charles Street needed a new strategy in order to present themselves as an established and serious player in the market. Firedog stripped the site down and started again from scratch, creating the architecture, wireframes and strategy whilst considering needs of Charles Street’s core customers. Information architecture was carefully planned to provide easy navigation for every user whatever their reason for visiting the site. A ‘gateway’ layout dominates the homepage, leading the user straight through to one of the three services offered by Charles Street. This is further supported by a page linking strategy throughout, meaning navigation is simple and effective. Firedog used a white background as a clean, clear platform with large scale brand imagery on every page. We applied brand messaging and developed keyword integrated copy for each sector focusing on global reach and brand values for SEO. Succinct and direct copy was developed, using a ‘top-down’ tone-of-voice.
We created the imagery around the business units - Support with collaboration, telephony with mobiles and technology with laptops.