Brand Experiences

We kicked-off our work with Animax in June 2020 by exploring two key questions. First, how would its brand change after its purchase in 2019 by Cityneon? And second, what should the brand be for its latest creation, a ground breaking animatronic solution? Answering these questions were part of a larger scope to develop a new brand for the company and a new brand strategy for its latest creation—which we called ATOM. The scope included market research, brand story, new brand mark (logos), color palette, etc. Because of the pandemic, the work was finally unveiled in Orlando at IAAPA’s 2021 trade show.

Creative Principals has been working with FM Global's brand experience team since 2018 on a variety of projects, from the FM Global Centre in Singapore to its Research Campus in Rhode Island. In fact, we worked closely with its executives to develop a brand experience framework in 2020 that has helped guide all of the property insurance company's experiences around the world. Over the last five years, we've partnered with a number of firms such as Exhibit Concepts, 3Stage Design, Boss Displays and Elevation3D to create everything from a virtual escape room in the FM Global Innovation Studio to a mobile flood table in its mobile Resilience on Tour brand experience.

There are two types of brand experiences that we work on at Creative Principals. First, permanent brand experiences like those for Yokogawa, FM Global, AMG and other clients. Second, temporary brand experiences in the form of events for Anaplan, the Natural Diamonds Council, General Entertainment Authority of Saudi Arabia and other clients. For Anaplan, we led the creative for the company’s fall conference Anaplan LIVE in 2021 and followed up with scripting and coaching for executive speeches in 2022 at the same event.  The 2021 event brought together executives for the first time since the beginning of the pandemic. All of the speeches were recorded in a studio in California and their offices in New York City. We also directed both video shoots with media production provided by Space Created.

While our work with The Yokogawa Corporation of America was interrupted due to the pandemic, it's a perfect case study of how we begin our brand experience projects. First, the need was simple. Yokogawa was working to redesign its lobby and existing customer experience center to reflect its evolving brand. Second, Creative Principals kicked-off its work with a charrette. The company’s CEO described our work as “energetic, authentic, relevant and engaging.” Most importantly, he said we “helped align everyone to move the project forward.” Third, we developed a new concept with plans and renderings. Fourth, we developed budgets and schedules. We were in the process of moving on to schematic design when the pandemic hit in March 2020.