Technology branding - Challenging conventions, delivering solutions

Sparca is, essentially, a business full of wizards. The technology they work with almost defies description and feels, at times, unbelievable. So that was the task in a nutshell; to describe what they do, in believable terms. Harder than it sounds. ‘Aura’ is a smart-phone based image processing technology, aimed at the eyecare industry. It’s genuinely transformative for patients. But, as with all technology can be difficult to ‘show’ in brand development work.

This time Neil took a LONG walk down by the canal. He was almost at Hungerford before he called back to base for a lift home. To show this magical technology and get across the wonder of what it can achieve, we went for 3D animation. We started with a storyboard; simple drawings on a pad of paper. We ended up working in Cinema 4D and Aftereffects.

Our technology had to reflect theirs. Showing Sparca as the future-facing business it is, means pushing the boundaries of our own creativity and delivering an online experience that ‘did’ the future rather than just ‘talked about it’. We delivered a brand for Aura, from scratch. Everything from tone of voice to animated logos and website. The work is beautiful and the technology astounding; the potential impact of both is huge.