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Chipping of Goods
Campaign and event branding
The Home Office developed the Chipping of Goods initiative to promote and pilot RFID (radio frequency identification) with commercial partners. Their aim was simple, to encourage the take-up of RFID commercially, leading crime reduction.
They faced major problems in promoting the common benefits and advantages to a commercial audience. There is no common shape or format for electronic chips and the strategy and principles could be applied to any product or service from a yacht to a bottle of whisky.
Wire was chosen to work on the project after demonstrating a rare ability to understand the complexities and dynamics of the subject and the concerns of the commercial partners.
After developing a clear understanding on the complexities, Wire set about creating a single, strong, graphic metaphor using a distinctive magenta square. The abstract form based on a stereotypical chip shape could also be used to represent a single product or unit of stock, enabling the client to illustrate the advantages at every stage in the life of a product.
The commercial take-up proved incredibly successful with EMI, Dell, BT and Allied Domeq amongst the ten, high profile, pilot applicants.