Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of Arcules, a Canon Group company.
Value proposition, website and commercials
A Canon Group startupArcules.
Cloud video and AI that make stores, schools and hospitals safer and better run, with a brand as advanced as the technology.
The challenge
Canon wanted a brand and website as advanced as the technology, in a category full of look-alike tech companies.
What I did
Instead of selling it as SaaS or AI, I positioned it as Human Greatness As A Service: AI that makes people better at their jobs. That idea carried through the refreshed brand and a dark, animated custom website built to stand apart from every white-background tech site. Then I turned existing footage into four brand commercials, making new work from assets they already owned.
The work
What I brought
- Positioning
- Value proposition
- Brand refresh
- Custom website
- Broadcast
This work was created for The Bureau of Small Projects, on behalf of Arcules, a Canon Group company. All rights belong to the agency and the client.