Unlock - a market research company, making sense of the consumer nonsense
Unlock is a start-up in market research, founded by a team of experienced professionals. They wanted to bring a new spirit to the research market.
They believed market research was a little plagued by professionals doing research and offering advice, without caring if customers indeed acted out on that advice. Most often, customers received a printed, heavy, document, that would lie in some office gathering dust.
They also fought against using market research as a cover-your-ass strategy, rather than using research as a creative springboard for what was possible for a brand.
On the whole, the industry was reinforcing the perception that market research was a very important profession, in a sterile manner. Whereas customers wanted honest advice, delivered as humanely as possible.
Out of all these legitimate desires, I created the brand name and came up with the visual concept for the identity:
- "Unlock" - a very straightforward name signifying making sense of what was in the consumer mind. And once you unlock that truth, the door was wide open for you to take action.
- the visual identity was based on the same idea - bringing order, where chaos ruled. Words forming out of meaningless strings of letters.
- the brand slogan "now you know" is actually an invitation for you to act: now you know, so what are you going to do about it? It is meant to inspire action and put that knowledge to good use.