Contributed by Sanj Sahota of Birmingham-based ORB.
The client came to ORB with the task of wanting to create an identity and brand that would allow them to achieve credibility as a start-up. As a communications provider they would be going up against BT and other established suppliers for large contracts and as a result needed an identity that would set them apart from their competitors. The client wanted to show off their local roots and not to try and make out as if they were an international company, one that could communicate with clients and provide a very honest service on a one to one level.
The process and idea
The process started off with an ORB drawing board session with the client. This is a process that allows us to really get under the skin of the client, to understand their aims, who they are and what makes them tick and it allows us to create a real brief to work from. The results of the session revealed a lot of polar opposites that exist in harmony about what the client wanted from the brand and identity. After a large amount of research and brainstorming, it came down to the concept of the “mouse that roars” which summed up the client attitude, personality and their position in their industry perfectly. The little guy with a big voice.
The name ROAR is one that everyone fell in love with from the very off, one that really worked with the communications industry they exist in. From the research and brainstorming sessions, also came the direction for the logo, wanting to go with something a lot more natural which was a massive contrast to the clients competitors. A fair bit of time was spent playing with Indian ink to find and create the logo, with the whole team getting involved. The style of the logo evolved over the time, going from something very ‘aggressive’ to something softer that was a contrast to the new name.
The visual identity and video
Photography has been used throughout the identity to support the logo. We ended up with the idea of using real portraits of animals to reinforce the message, rather than using animals that would traditionally roar (which would have been rather obvious) we decided to use farmyard animals that wouldn’t ever roar but would still be keeping in with the spirit of the brand. The photography was shot in one place and on location with Terry the cock, Daphne the goat, Scooter the Jack Russell, Lillie and Ellie the ducks, and a pair of chicks.
To celebrate the launch of ROAR we were also tasked with helping to create a video that would explain who the client was and what the company did. You can see behind the scenes and the final video below.
We came up with the concept, helped with the art direction, and brought in the model Ricki Hall to help present the video — his beard, black country accent, and epic amount of tattoos helped to create a focal point.
It’s been a real labour of love for us at ORB, one that had us stick to our guns on a number of occasions as the concept wasn’t easily palatable by the client, but our belief and absolute conviction really left them with no other choice but to join us on this little adventure — one that has really been embraced by the client and their customers.