Canopus Rebranding
When I started at Canopus, they had no on-site designers. The upper management had been doing their own designs and sending them out to a production house. I immediately saw that they had no corporate branding. Each product had it's own look that didn't relate to any of the other products and the company logo was minuscule on the packaging.
My focus for the 9 months I was at Canopus was to make a cohesive look and carry it through all the collateral, packaging and web plus draw more attention to the company name. By drawing consumer attention to the company name it would allow the popular products to bring recognition to the rest of the line.
I was also responsible for the consistent branding for the company internationally. I created all the collateral pieces that were then disseminated to the other countries for translation and any size conversions. These pieces included:
• Software and hardware packaging
• Ads
• Datasheets
• Product catalogs
• Product shots
• Press/Reviewer kit
• Direct mail pieces
• Mouse pad
I was responsible for the floor layout and branding issues surrounding our trade show booth and presence at US trade shows. You will notice two separate branding looks to the projects below. The original look, as seen in the software and hardware boxes, was based on the concept of Canopus providing the tools to release the video editor's creativity—a partnership between technology and creativity. I used the Da Vinci head for it's right-brain/left-brain to illustrate that idea.
The newer look came about after an upper management overhaul and is used for the rest of projects. The new VP of Marketing wanted to focus on Canopus's international presence and customer service. While maintaining a high-tech feel, I replaced the other elements with the globe superimposed with culturally-diverse people in monitors.