Genie
Positioning, Branding & Website Design
Once an industry leader in CCTV, Genie has suffered from an influx of Chinese brands. With new investment in the business and growing momentum, the Genie brand required a new lease of life. Genie needed to demonstrate that it was still relevant and become a valued offering once again. Staff also needed to be given a sense of purpose to get behind and re-energise the operation.
Insight
Speaking to installers and end-users, it was evident that the Chinese competition had created a race to the bottom. Installers were hit hard as end users, via internet comparison, demanded cheaper Chinese products to keep budgets low. Margins had been eroded, and installers were working extra-long days to make up the shortfall. Genie offers higher quality and more reliable equipment and systems. Genie is also coveted for its technical services and support especially in the design of client solutions.
The Idea
Show empathy for installers, help them save time, and make their lives easier, by providing tools and services tailored to their needs. Overcome price difference by leveraging concerns around Chinese state snooping and the UK government's ban on Chinese CCTV brands. Reinforce Genie’s British credentials, reliability and robust security features, turning this into a value benefit and clear point of difference. To support this insight and thinking, 'Confidence Installed' was developed as a motivational and value-added focused brand line.
Logo
Despite their negatives, Chinese brands were pushing an attractive Californian tech image. Genie needed to update its look and feel, across the board, to compete and to communicate its new intent and positioning. The incumbent logo was looking decidedly amateur and pre millennium. A friendlier, stronger, geometric mark was developed, with a pupil at the centre of the g’s counter to form an eye. The open tail of the g was designed to provide a smile, friendly warmth, countering any dystopian feelings caused by the eye concept. The new mark delivers on the positioning providing a sense of a dynamic, friendly, innovate, and straightforward company.
Website
The new website was designed around two audiences. The end users and Installers. The UX focused on the needs of installers and was designed to help them save time. We created tools to make the ordering, comparison and quotation process straightforward and less time-consuming for installers. With end-users and installers in mind, messaging focused on product quality, security, and service benefits, demonstrating Genie's value add and safe British credentials. The new content is designed to counter Chinese brands, educating and challenging end-users and their assumptions over what defines good security equipment.
