Brief

propel™ one of several products and services offered by CAVU. We needed to create a unique identity for the platform that still sat harmoniously alongside CAVU's core branding. propel™ is a complicated platform with both B2B and B2C elements. The creative needed to illustrate the platform in an aspirational sense, but also needed to support functional and technical content where necessary.

Concept

To keep propel™’s creative identity distinct from CAVU’s, the choice was made to move away from lifestyle photography and instead have the visuals lean more heavily on 3D renders. The choice to work in 3D came after exploring several different routes with 3D being the best suited to a platform that was supposed to be innovative, technologically focused and robustly structured.

The platform was broken down into a three-tiered hierarchy of messaging, and a corresponding creative component was designed alongside each of the tiers.

The first tier looked at the platform from a more conceptual and aspirational perspective. The creative looks to the platform’s name for it’s subject, taking the form of a sleek 3D modelled propeller engine. A shade of off-black was chosen to depict power and sophistication. The model itself had a matte texture, except for the very edges of the propeller blades which where then very carefully lit to create sharp slivers of light. This helped keep the visuals dynamic and interesting.

The second tier of creative messaging was focused on three key benefits that propel™ can help drive. For each benefit a “parent” object was chosen and an abstract structure was then created using that object as a key element.

The third and final tier was the technical features of the platform. The features were sorted into categories, and then those categories were assigned to one of the three aforementioned benefits. Whatever the parent object of was of the benefit that a category had been assigned, that parent object was then used to create an object to represent that category.

For example, the benefit of driving revenue and growth had a cube as it’s parent object. The feature category of channel management was assigned to that benefit, therefore the parent object of this category was also a cube.