Technology Branding


Christie Digital is a global visual, audio and collaboration solutions company offering diverse solutions for business, entertainment and industry.


In support of their visual projection hardware systems, Christie Digital offers a number of software products to for example, control projector features or manage media content.


From a technology marketing perspective, there is a challenge in coherently presenting a brand family among a disparate set of hardware and product offerings while maintaining the strength of individual brand entities.


The Perceptual Brand Process was applied to develop a comprehensive branding system with a common visual theme reflecting the core Christie brand principles.


Product logos were developed with a common approach based on the core functionality of the hardware or software system being branded.


Simplified visual analogies of product functionality or form were modeled as three-dimensional forms and given a consistent visual treatment forming a strong and coherent brand family.


The Perceptual Branding System was successfully rolled out across a number of hardware and software products establishing a consistent branding approach for Christie Digital.


The program was well received, and has been extended and evolved over new products for almost a decade -  presenting a brand family among a disparate set of hardware and software while maintaining the strength of individual brand entities.

applied services

• Brand Development


• Logo Design


• Icon Design


Perceptual Branding is a thorough and comprehensive brand positioning process that will help best communicate your enterprise or product in the competitive landscape.


We thoroughly research your competitive landscape, applying Perceptual Brand Mapping techniques to reveal how your brand would best be perceived in the context of your industry.


Our structured creative collaborative approach ensures the core values of your organization shine through your value proposition in a way that resonates with your clients or customers.



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