We have resumed our collaboration with Casmar –the most consolidated Spanish company in its field, with the longest history in providing security solutions– after finishing its corporate rebranding in 2019, coinciding with its 40th anniversary and a phase of generational change in its management team.
On this occasion, we have been working on the communication campaign for the firm’s new professional solution AX Pro (from Hikvision and distributed by Casmar) of a wireless alarm system that keeps homes, offices and / or businesses safe in real time.
We conceptualised and defined its graphic image and art direction, following up on our work on the corporate catalogue –essentially aimed at the end user, rather than specifiers– endowing it with a look and feel closer to the home environment.
To meet our objective, we created technical still-lifes, as a contrast to the product’s natural elements and construction materials. These compositions refer to the attributes of the product and its uses. In addition, we also established a series of natural and warm visual settings, depicting possible spaces in which the system can be applied to.
We also defined and developed the communication voice and its storytelling. This provides the product with its own personality, allowing it to directly communicate with its audiences (both final user and professionals) to ultimately build a relationship of proximity, commitment and security.
We applied the visual and verbal brand identity of the new AX Pro system to its main communication piece, its landing website, as well as to its product catalogue.
The result is a product communication campaign that is fully consistent with the brand, clearly differential within the security sector and with a great personality.