Brand & Communications Strategy
For Variable and NODE
Variable creates platforms that make the real digital, and make the digital real. Variable is also a leading developer of wireless sensing technology, NODE.
NODE is a Kickstarter success story, turned hardware development company. They are a listening company, a learning company. Experts and innovators. PhDs and MBAs. Users and rethinkers of technology.
NODE’s target market is shifting and expanding, and it is more important than ever that they have a unified and consistent message about who they are, what they do, and why it matters.
Variable’s new CBO Jonathan Bragdon approached the creative partnership of Widgets & Stone, 26 Tools and Tubatomic to help craft a brand and communications strategy for the next phase of the company’s growth.
The team built on the solid identity (created by D+J Brand Consulting) to expand the kit of design and communications tools — with new writing, new photography, a new brand hierarchy and new web tools. Utilizing both broad and narrow strategies: appealing to gadgeteers who can help expand how NODE is used, or to very specific markets in color matching.
“At Variable, we make sensory platforms that connect apps and smart devices to the real world, in new ways.
NODE is a hardware platform, that transforms how apps let us make sense of the world.”
Creative Direction: Paul Rustand, Mandy Meredith; Design: Mandy Meredith, Paul Rustand, Brad Dicharry; Communication Strategy/Writing: Caleb Ludwick; Photography: Grant Dotson; Web Design: Tubatomic.