The Home Office invested £5.5m in the Chipping of Goods Initiative, to promote the use of Radio Frequency Identification Devices (RFID), or 'electronic tagging', to deal with property crime. This is a very complex issue with many disparate public/private stakeholders issues needing to be addressed. Our brief was to develop a simple motif that would communicate internally to government, and develop a visual language to encourage external commercial partnerships with leading brand names such as Nokia, BT, Dell, EMI, Lever and Allied Breweries.
Electronic chips come in a multitude of shapes and sizes and already have been over-used as a visual tool. So, our solution was to employ a simple magenta square device to represent a single, non-specific unit , giving flexibility across all parts of the process and on every product. The modern, clean and distinctive style successfully conveyed the Home Office's innovative, dynamic and straight-forward strategic thinking. We planned and launched at the Science Museum and delivered the entire campaign throughout 2003.