Fix your Gadgets
From Ordinary to Extraordinary: Story of
a Service center’s Makeover
THE NEED
Brand Identity to communicate
Affordability and Reliability
Fix your Gadgets, a professional electronics service center located in Coimbatore, approached us with a goal to establish a professional brand identity that sets them apart from other players in the market, including unauthorized local centers and authorized service centers with higher service fees.
What we did ?
- Brand Positioning
- Branding
- Brand Visual Language
VERBAL BRAND POSITIONING
“The smartest way to fix your gadgets”
We figured out that the exact audience for the brand are the smart people who don’t rely on roadside unauthorized service centers where data security might be at stake and also the authorized service centers whose charges are dear. Hence to target them, we came up with the brand narrative, “The smartest way to fix your gadgets”. It means choosing the right place with sound technical skills, standing at the cross junction of affordability and reliability.
VISUAL BRAND POSITIONING
Smartness Personified and the Color Language of Effectiveness
We introduced a mascot to personify the professional service. A smart geek in a purple tee and a cap holding a screwdriver in one hand represents a typical service person with a smile on his face and skill sets under his belt. We used vibrant and contrasting colors like Royal blue and Dark Yellow to give the brand a visual identity of being youthful, tech-savvy, fast and effective in delivery.
THE IMPACT
Became the Trusted Choice of Smart People
While being an affordable and reliable service center is important for any brand, one stands out by how one serves the audience and what story one tells them. In this way, Fix Your Gadget has become a choice of smart people. Footfalls increased after visual rebranding. Trust and confidence were exhibited even from Apple users.