App product branding and campaign for the German world market leader in security technology
Project description
ABUS
Branding and campaign
Services:
Communication strategy
Art direction
Design system
Illustrations
Social media ADs
Posters & Billboards
Motion Design
Storytelling and Copywriting
In collaboration with Thanh-Thao Tran, Patrick Mariathasan, Maximilian Spreen and Michael Scheibenreiter
From the front door to the bike lock: everything becomes »One«
In the course of digitalization, the possibilities, but also the demands on privately used security technology are changing rapidly - from simple padlocks to digitally networked security architecture for the family next door. ABUS is doing pioneering work here with a broad and innovative product portfolio. The new »ABUS One« app serves as a central platform in the brand's digital ecosystem: all locks from the home security and mobile security sectors can be managed securely, clearly and flexibly. Long story short: open the door with one touch – from wherever and whenever you want.
Our task was to develop the branding for the new centerpiece of ABUS' digitally networked product portfolio as well as the strategy, storytelling and implementation of the launch campaign.
A visual statement from the global market leader
The new product logo uses a timeless, iconic symbolism that embodies security in both digital and analog contexts and fits seamlessly into the existing ABUS brand world. The letter »n« of the product name in the word mark is visually based on the shackle of a padlock. We consistently use the same mechanics in the app icon by expanding the classic ABUS logo into a padlock illustration. This way, users understand at first glance, even before downloading the app: this is about security and ABUS locks.
The new ease of life without keys
With ABUS One, everyone can manage their locks easily and securely via an app and will potentially no longer need physical keys in the future. The launch campaign makes the associated increase in convenience in the everyday lives of different target groups tangible in a light-footed, smart and charming way. In addition to an illustrated product film, we developed the messaging, key visuals, various social media ADs and an out-of-home campaign.
ABUS house font meets UI design elements
ABUS One is changing the way we open our locks once and for all. Where previously we had to laboriously dig a bunch of keys out of our pockets, in future all we will need is a smartphone and a swipe. We took up this paradigm shift visually in the campaign design: identity-creating UI graphic elements convey the advantages of the app in an original and direct way in the typography. The resulting aesthetic underpins ABUS' claim to be an innovative security technology company.
