21:32 develop marketing app technology to help businesses connect with their customers through instore Wi-Fi.
However, in order to secure larger contracts with their target quick service restaurants (QSRs), they needed a brand that could articulate how their technology benefitted both businesses and customers.
WHAT WE DID
Digital brand guidelines
From £10million to £20million pre-money evaluation
Secured global contracts with Subway and NCR
Opened office in LA in 2019
Discover their difference
Known as CloseComms when they approached us, the team needed help to create an innovative brand that matched the power of their technology, could help them secure larger contracts with QSRs and enable them to get further investment.
We began our 12 week Minimum Viable Brand programme with our What? Why? How? workshop to better understand their product and business vision. During this session, we reviewed competitor positions and realised early on that ‘anonymity’ was a key differentiator for the company. CloseComms enabled customers to connect to Wi-Fi quickly and anonymously, while still allowing businesses to track and analyse individual behaviours. This became the bedrock of their new brand identity.
We have been blown away by the work FutureKings has done. The three different creative routes they showed us in Step? Jump? Leap? were all bang on. The first was pretty much there, the second was brilliantly fun, but the third was so different. Just absolute class and something we'd never considered. We wouldn’t be where we are today without them.
Chris Smith, Founder, 21:32
Anonymity for standout
TIME TO TRULY CONNECT
During the early weeks of the programme, the story of their first customer logging onto their Wi-Fi at 21:32 in Subway California kept coming up. It was a special moment for the team, but also symbolised the anonymity built into their app. Their first customer was faceless, but they knew what they liked to eat, where and when. This became the basis of their unique brand name, story and identity.
We carried the idea of anonymity through to the brand identity, using a red bar graphic on top of monochrome images of people to show 21:32 didn’t know who they were, balancing this out with a simple and sleek typographical brandmark.
We had great fun working with the team at 21:32. They enjoyed every stage of the process, and it was an exciting challenge to create a brand that balanced a personal story with a corporate edge.
Co-Founder & Executive Creative Director, FutureKings
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