Geotate started out as a joint venture between Phillips and NXP semiconductors. Subsequent to the firedog brand identity, it was sold to larger tech firm U-Blox for around 5.5 million Euros.
Look and feel in application
Imagery and look and feel
We created guidelines for communications applied to promotions and other areas of marketing.
The business communications are a good combination of fresh, contemporary and approachable.
Look and feel in application:
In conjunction with the brand, we created a flexible system where the pin icons could be used to create interesting environments.
We created powerful imagery to ensure standout for the brand, as it toured around the world.
The product would also involve online technology developments, so we created guidelines around how the digital branding would be controlled.
Pin devices :
The brand devices could be used both locked up together, but also as a supporting device.
As the technology would be built into a variety of partners products, we created a comprehensive set of guidelines.
The final brand identity utilises three pin devices in order to convey tri-angulation – A natural GPS connotation.
The iconography was combined with a bespoke wordmark – To make the brand truly unique. The auto geotagging proposition was developed to clearly convey the product offer.
We developed a series of brand icons which brought together the G initial and the idea with a tag or pin device.
The name Geotate is loosely based on the theme of geotation and geotagging. We wanted to explore a clear visual way of communicating this property.
Imagery and look and feel:
Our imagery communicated the technology product offer to a number of key markets – Here, its professional imaging products.
A vibrant software brand created for Philips/NXP
A cutting-edge technology has been developed by Geotate, an innovation unit of NXP that’s set to revolutionise the location tagging of digital images.
The technology instantly captures geographic data when an image is shot, and automatically pins it to a map thereby creating the geotag. Firedog were tasked with creating the full brand identity and communication material for Geotate’s global launch at the international PMA show in Las Vegas in March 2008.
Firedog created an identity using striking pin iconography – a visual representation of a geotag pinning down digital information to a geographic point. It also speaks the language of tagging digital content online, with a rich tri-colour palette that creates considerable stand out. As a platform brand, it needed to work for multiple audiences, both B2B and consumer, and the descriptor ‘auto geotagging’ was created to speak to new industries as the technology evolves over time. This positioning was then combined with a consumer-led proposition of ‘capturing the moment’ to focus the brand communication on the digital imagery industry. This consumer proposition emphasises the lifestyle benefit of Geotate auto geotagging technology – it enriches digital imagery by authenticating memories captured on camera – we can ‘relive the moment’ by recording the exact location of our experiences.
After about a year in operation the brand value grew to the point it was sold to consumer GPS operator, Ublox for 5.5m Euro