Thank you! Your submission has been received!
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.
"It was a true pleasure working with Seymourpowell to develop Nurishment’s strategic framework and path to growth.
They were true partners in seeing the changes brought to life, including working with our technical teams and supply chain to ensure feasibility of the designs & formats."
Bola Akintewe, Beverages Brand Manager, Grace Foods UK
Challenge
Launched in 1981, Nurishment is a fortified milk drink enriched with vitamins and minerals. The current brand identity and packaging design was looking dated, cluttered and confused, creating barriers for consumers beyond the core Caribbean ‘diaspora’ communities.
Insights
The brand was well-placed to connect with local communities. We leveraged Nurishment’s high-distribution in corner shops to frame the brand as the nation's corner shop essential. Nurishment’s new brand positioning ‘Proudly Local and Loved’ was the core idea informing our branding and structural design approach. It spoke to a brand which gives a little goodness back to those who give it their all: in work, family, as well as the broader community.
Outcome
To help achieve brand growth, a new format was crucial to reach a wider consumer base who found the existing can format unappealing. We created a new, easy-drinking bottle design aimed to be ownable, confident and scalable. Alongside a new format, a refreshed pack identity was created for both bottle and can. A fresh approach to the iconic branding, it featured a cleaner, simplified design which was bold, straight-talking and proud, whilst remaining honest and true to the product’s heartland: great taste!
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.
Refreshing the design of a corner store hero.
