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Introduction
At Seymourpowell, we've had the privilege of partnering with ServiceNow, a leading SaaS company renowned for its cloud-based ITSM services, since 2019. Through our integrated, holistic design approach, we've significantly contributed to ServiceNow’s expansion, supporting their multi-million dollar revenue growth. Our collaboration reached new heights at Knowledge 2024 with an generative AI-powered, immersive experience for the new RiseUp initiative.
“Working with Seymourpowell has been a great experience. They were able to provide us with expert help on all the different areas – brand, uniforms, website, stations, trains… everything.”
Challenge
Flytoget is Norway's high-speed airport railway service connecting Oslo Airport to Oslo Central Station. Faced with evolving competition and a need to procure new rolling stock, Flytoget required an impactful new brand experience to protect their position as Norway’s favourite customer service brand.
Insights
We created a strategic platform — ’The Flytoget DNA’ — to capture the magic behind the brand. Working closely with the team at Flytoget, auditing the end-to-end customer journey, we defined the purpose and values of the brand and a clear strategic direction for every touchpoint of the customer experience.
Outcome
A complete refresh of the entire brand experience was delivered, creating tangible business uplift. This included the design of a new brand identity system and the design and development of Flytoget’s new high-speed trains. The work included the design of new station environments, ticket machines, gate-lines and way-finding systems. A new crew uniform was developed, as well as a full rollout of brand assets across the digital ecosystem and internal and external comms.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
“Working with Seymourpowell has been a great experience. They were able to provide us with expert help on all the different areas – brand, uniforms, website, stations, trains… everything.”
Brand & Comms Director, Flytoget
