DEVELOPMENT OF NEW VISUAL IDENTITY AND BRAND GUIDELINES

CHALLENGE

MaJIC, located in Kirkland Lake Ontario, is an innovative centre of excellence for the materials joining industry.  Co-located on the campus of Northern College, MaJIC is an autonomous initiative with an independent board of directors and staff.  TWG Communications was retained to assist with the implementation of a multiphase branding and marketing strategy.

INSIGHT AND KEY CONSIDERATIONS

MaJIC was a new entity and in need of a logo, position statement, imagery and text elements for application across a wide variety of materials.  The creative team at TWG had a limited understanding of the industry and access to only a handful of competitors in the materials joining field from which to draw inspiration.  The creation of a highly expressive and engaging visual identity for the MaJIC brand would form the foundation of all other materials.

IMPLEMENTATION

The selected logo is a clear representation of the materials joining industry and of MaJIC as a global solution provider within this highly technical arena.  The position statement “Experience, Professionalism, Real World Solutions for Material Joining” creates an immediate understanding that MaJIC is in the business of providing solutions to the industry.  Stunning photography was a key part of creating a library of images to provide accurate visual representations of MaJIC on static materials.  A website, presentation, sales, and stationery materials and more are all part of the overall package of items incorporated in phase one.

RESULTS

MaJIC will be officially launching itself to a global market place in June of 2009 however some elements of the campaign are currently in use and have received extremely positive feedback.  The client is very happy with their new look.  In fact, some of the photos taken in their lab captured images not before seen by the client.  Two thumbs up.