Strategy
Brand Archetype Development & Expression Strategy
Our approach was to first differentiate Pace from its competitors with a bold, sophisticated, and liberating design that reflects its innovative nature for young creatives who would like to utilize animations without knowing how to code.
By first defining Pace’s brand archetype as the "Innovative Entrepreneur" with the client, we aim to portray the confident, independent, ambitious, determined qualities of the brand. By showcasing the brand’s personality, it became much easier to convey the brand’s unique values and aspirations with the target audience.
Through the use of motion graphics that mirrors the product animations, we created a brand feel that suggests both technological sophistication and a sense of wonder. Our hero section design utilizes a sleek yet casual animation of cocktail-making as the metaphor for Pace’s seamless and intuitive product experience that is praised most highly by its customers.
