A consistent visual identity for a brand is extremely powerful. It allows a marketer to convey any brand message and have it be recognized by customers. This increases reach and penetration in the market and therefore the value the client gets for the budget invested. With Barry, Latitude Wireless has created a standardized look and feel that is consistently applied to all marketing materials, from print advertisements to point of sale materials in small northern communities to the website (www.latitudewireless.ca). Read more.
KELLETT’s ability to design and illustrate a character that can work in multiple media is showcased in how Barry is applied to every campaign. In print, Barry carries the brand tagline “Do what you wanna do” on the footer of every ad. However, on radio, Barry is more simple, new to technology and amazed at the power of cellular phones. His speech is not clear, but more of an excited animal. And online, Barry becomes animated using Flash programming, acting as a guide to users to help teach them all about their phones and how to use them for email, texting, Facebook etc.
As KELLETT goes forward, each campaign that gets developed for Latitude Wireless uses Barry as its central character. The campaigns can feature the latest phones and promotions and Barry can represent the brand, making it seem more accessible to customers and allowing those customers to recognize messages in any media. Barry is now in his third seasonal campaign and continues to generate traction.