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RANDA: Orange Dawn
Brand Development // Art Direction // Design // Illustration // animation // development
RANDA Solutions, a Nashville education-technology company, asked us to help with corporate event branding. The company moved into a new building and wanted to welcome its growing employee base into the space with a team-building, culture-cultivating experience that allowed the employees to experience the new area. Only a handful of employees knew anything about the event and ST8MNT was called in at the beginning of the planning phase.
Branding
Our first step was to come up with a name. We had been told that the event was going to be centered around riddles — like a scavenger hunt where teams would work to conquer a variety of challenges at different locations throughout the area. After much brainstorming we came up with the name Orange Dawn (loosely pulled from the movie title, Red Dawn) with the sub-heading of currit, survive, cogito (run, survive, think) to reinforce all aspects of the challenge.
After we developed the name, we knew the logo should convey the same magnitude as well as communicate the brains and brawn of the event. We locked all of the type up on a shield with a quill and sword effectively creating a sweet logo and elements to use in the rest of the branding of the event.
Teaser Posters and Landing Page
To kick off the event promotion and begin to raise interest, we created a couple of teaser posters with the events date on them. The posters appeared "mysteriously" overnight as the first piece of the event that the RANDA employees would see. As the posters went up, so did a landing page that continued the mystery of the event.
Videos and Murals
Shortly after the posters and site launched, we kicked off a teaser site with a movie trailer that we had filmed in their new building after hours. We also made several RANDA themed inspiration-mashup videos to get the employees excited, launching over the course of a few days. At the same time that the videos launched we snuck into the building after hours and drew a few murals on their whiteboard walls.
Event Collateral
The day of the event employees were given t-shirts with the orange dawn logo on it, the different color shirts grouped them into teams. Employees then scanned QR code stickers that took them to mobile "clue" sites that we set-up with riddles that they had to solve about the surrounding area to get to the station. Teams had to complete a physical or team building challenge at each station. Once the task was completed the team received a collectible "solved" card with the station name on it.
The Champions
The first team to solve all of the riddles and complete all of the challenges first won a special custom trophy and bragging rights for the entire year. The trophy we created is a solid gold real-to-life replica of the event logo (we even threw some real crystals on it for a little extra bling.)