Igloo: IGLOO BRAND CREATION

Credits & Description:

Type of entry: 360 Brand & Identity Experience
Category: Consumer Services
Advertiser: SKY NEW ZEALAND
Product/Service: IGLOO
Agency: INTERBRAND AUSTRALIA Sydney, AUSTRALIA
Creative Director: Mike Rigby (Interbrand)
Creative Director: Chris Maclean (Interbrand)
Design Director: Christopher Doyle (Interbrand)
Designer: Andy Yanto (Interbrand)
Designer/Motion Design: Joao Peres (Interbrand)
Designer: Eric Ng (Interbrand)
Senior Motion Designer: Mike Tosetto (Interbrand)
Motion Designer: Anna Brocklebank (Interbrand)
Writer: Chris Lamont (Interbrand)
Writer: James Cooper (Interbrand)
Senior Strategist: Dean Christie (Interbrand)
Client Director: David Storey (Interbrand)
Client Executive: Rashna Shroff (Interbrand)
Brief Explanation
Our challenge was to create a pay-TV service for people who don't like paying for telly! Research showed that we needed to avoid talking about technology or features (a key turn off for our audience) and instead create an open and accessible brand that could capture the minds and hearts of fun loving Kiwi families.
Describe the brief from the client
Create a brand for a new budget pay-as-you-go TV service from SKY New Zealand, designed for Kiwi families who wouldn't consider a full priced pay-TV package and are looking for a more flexible and cost effective offer. The identity needed to be substantially different to the Sky Masterbrand in order to mitigate any possible cannibalisation.

Design Process
Rather than focus on the limited technology of the white label product, we created a 'new species' of playful, curious, family-friendly creatures called Igloos.
Igloos love to dress up as their favorite stars and to entertain at every opportunity. From the language they speak (IGLISH) to the scenes they love to re-enact, the brand always strives to raise a smile. The result is a memorable and humorous visual and verbal system, perfectly suited to the target audience.

Results
In the short time IGLOO has been in market, sales are buoyant and SKY has forecast it could have 50,000 subscribers within its first year, while analyst Morningstar has forecast it could hit revenues of $42m and a profit of $7.5m by 2017. In addition to this IGLOO has attracted global attention within the design community, collecting numerous awards for its identity, logo and animation work.