Sentey
A global gaming technology company

Changing consumer attitudes through killer package design

Problem

How to take a proven manufacturer that is recognized throughout the South American region and extend their product offerings into North America, while competing with major competitors such as Alien Ware and Logic Tech.

Challenges

We had only 90 days to deliver a complete brand revival, while entering into an already cut-throat territory. Our goal? To develop a strategy for positioning, package design and merchandising that would allow Sentey to forge into an equal brand comparison with already established and trusted manufacturers. We needed to persuade mainstream consumers to consider Sentey as a premium brand and be convince them to engage its innovative product lines of electronics.

Solution

Transforming a brand requires telling a story that showcases its value. For Sentey, this symbolized creating a completely new design language to highlight the beauty, innovation and utility of its products; meanwhile crafting a personalized journey that facilities engagement throughout the traditional retail, online catalog and business-to-business shopping evolution. OGK nailed it with the revised (U.S.-accepted) brand overhaul and packaging system.

 

Product Sub-Branding

A globally emerging brand needed an adjustable framework at the core of its transformation. We created dynamic packaging guidelines along with futuristic character names dependent upon a combination of geography and interests. This was to deliver brand excitement and a captivating introduction, and to showcase talent.

Sentey Professional

With multiple lines and various types of merchandise, we needed to discover the most effective way to provide Sentey’s customers with easy access to their vast range of products. One company goal was for each marketing category to receive a better than expected reaction by striking the perfect balance between their business-to-consumer (B2C) and business-to-business (B2B) partners.

Technology Brand Identifiers

Although our talents are focused within the branding world, the OGK team pushed their own limits by working closely with Sentey engineers to obtain improved sound waves to enhanced game experience. We developed a variety of elements such as memorable product names, hand-drawn designs, advanced marks and graphic layouts. As a result, the remaining segments of the brand system have been re-purposed by Sentey for use across both online and offline touch-points.

Graphic Elements

Our designers had their work cut out for them in order to develop eye-popping, attention-grabbing imagery that cuts through the clutter of other gaming systems. Once we understood the ideal audience, wOGK provided Sentey with a super-ultra modern collection of elements that would layer together nicely and provide a futuristic feel, thus matching the visionary approach the company was pursuing.

Package Design

Our client was a regional brand with an unquestionable reputation for product design. They prided themselves on understanding their customers and providing best-of-breed products for the IT and PC gaming industries. OGK shares those same values, and our two creative teams joined forces to establish a series of captivating sub-brands for their new U.S.-based roll-out platform brand. Sentey did not understand the North American market, so it was our role to assist them with the guidance and direction for the region.

With a grasp of the brand’s core values, our design style incorporated Sentey’s history, culture and future objectives. Our focus was to develop product packaging that demanded attention and facilitated purchasing recognition.

Software UI/UX

Sentey was on a mission to change the way the consumer felt about their brand — from the outside in. Not only was the packaging essential to garner credibility and professionalism, but the experience had to be seamless right out of the gate. Our two teams worked conjointly to ensure that the user could easily customize the settings and be able to enhance the interaction of each Sentey product, regardless of age or comfort level with technology.

Package Experience

Exterior packaging reaffirms a customer’s decision on whether or not to buy a product, but if the interior assembly and removal experience is cumbersome and difficult, this may dampen the consumer’s impression — right out of the box.

Sentey needed our help to create an iconic experience that would communicate its brand without any words or even a logo. We wanted every inch of the interior box to be organized and well thought out. The typeface had to be just right, and the feel of the paper, gloss, printing technique, weight of the VIP card and instructional language needed to be on point and showcase quality.

That sensory association was reinforced by what’s inside the box — something elegantly presented, cleanly designed, and easy to use. The goal was to create a favorable, lasting and exciting experience for anyone buying a product with the Sentey logo on it.

Multi-Lingual Marketing Campaigns

In order to test the initial package designs and analyze how the U.S. market would accept the first rollout brands, we produced a series of e-mail campaigns customized for immediate reaction and call-outs to initiate awareness; thus starting the first phase of the buying cycle.

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Product Catalog

The product catalog was divided into consumer and B2B sections. We designed the piece to organize all the various sub-groups into one cohesive, easy-to-follow resource. Our photography technique was to produce laser-focused macro-shots, combined with artistic elements and fun descriptions that create a winning combination for both the internal sales force and retail buyers.

Office Branding

Sentey’s new corporate headquarters were based within a highly professional office park, and the exterior signage and brand marks required a polished and credible display. Working with their Chief Design Office, freelance interior planners and real estate developers, OGK created fresh new layouts for their signage, lobby, conference rooms and exterior window treatments.

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