First, we needed to distill all the technical details of the product-to-be into something customers could understand. We did a TON of research and attended live product demos to become overnight experts in visual-based artificial intelligence, video monitoring systems and the security industry.
We also needed to build flexibility into the brand—while they only had one product at the time, their team was sitting on an endless supply of ideas waiting to be developed (by the time we finished branding IntelliSee, we were already onto their next product).
Whatever we created for them, it needed to work within a full suite of TBD products. This meant planning well into the future and building an expandable visual framework.