Client: Handspring
US-based Handspring engaged e21 to create a new name and logo adaptation for use in marketing the company's product line in Asian markets. e21’s multilingual marketing services were key as the client objective was to create a name in Traditional Chinese language that would not only be similar to its English name phonetically, but also reflect the positive attributes of Handspring's products to its growing number of Asian customers.
e21's US corporate branding team, with assistance from
its Chinese marketing agency offices, developed a sampling
of alternative product names in traditional Chinese which
it then tested in multiple focus panels conducted among
Chinese-speaking professionals in both the US and Greater
China before making its final recommendations to the
client. Upon approval of these recommendations, e21 designed
and produced an official Branding & Corporate Graphics Guide for marketing usage of the new name and logo. Also included in this Chinese language Branding Guide were directions for the proper use of the company's exclusive technology brand, Springboard, together with general guidance for the recommended use of type fonts in the Asian arena.
Client: Opnext
Opnext designs, manufactures, and markets a wide variety
of subsystems for use in broadband fiber-optic networks.
They came to e21 to provide a comprehensive corporate graphics
system that would effectively organize the client's broad
scope of printed materials, signage, and Web-based communications
so that it presented “one look” to customers,
employees, and business partners around the world. This involved
the design of a universal Corporate Graphics Manual containing
comprehensive templates for the company's stationery, print
advertising, marketing materials, Web sites, and miscellaneous
signage requirements.
