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For almost 40 years Perception Research Services or PRS pioneered eye-tracking technology as a tool for evaluating packaging and point of sale communications. Our challenge was to reposition the PRS brand so as to better communicate their technical savvy. But in so doing, not losing touch with the existing equities as a means to maintain visual recognition and the connection to their storied history.
The key to this would involve an evolutionary approach to the brand identity. Our adaptation of their icon retained the existing eye visual, but introduced a less threatening grid element to speak to the eye-tracking process. With an updated mark that is both familiar and strategically refocused, other equities could be fleshed out to build a more robust brand voice.
Issues of color and layout were explored during the redesign of the PRS reports, which proved to be the single most significant day-to-day communication of the rebranding campaign. It was the tool used to deliver complex research results directly to their clients and it required several dozen templates as well as guideline that established a uniform standard.
The PRS stationary redesign would go further as a sounding board for more robust typographic considerations and well as the introduction of the wireframe illustration aesthetic used on the business cards and applied to other collateral elements including the out of home communication study 4x9 trifold, The PRS print ad campaign redesign and the 9x7 pocket folder. All of which leverage the more contemporary typography and illustration treatment to drive home this more technical look and feel.
Last among the major deliverables, but certainly not least was the PRS website redesign. It added a level of interactivity to the branding, bringing the wireframe image to life to visually demonstrate the power of eye tracking. All while leveraging the powerful ZStrata CMS allowing PRS to add, edit, and remove almost all of the site’s content including news posts, insights, clients, staff profiles, videos as more.
We are honored to say that the PRS branding has not only been a success for the company and its clients. It has also been selected by Graphic Design USA to receive an American Graphic Design Award for both its website and stationary components.
