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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.
"Seymourpowell has developed a character and spirit which fits dynamically into our premium portfolio.”
Ian McCulloch, Owner Silent Pool Distillers
Challenge
We were approached to help deliver the packaging design and brand identity for Woodcutter’s Daughter whiskey, the latest launch from Silent Pool Distillers in their premium portfolio. Following in the renegade attitude of the distillers, we were tasked to purposely ‘go against the grain’ and challenge the visual language of the category.
Insights
Inspired in equal measure by the essence of the idyllic English Surrey hills landscape and the metropolitan dynamism of New York, Woodcutter’s Daughter challenges the norms of whiskey making to deliver an exciting new taste experience.
The brand name is borne from the folklore Silent Pool legend of a young maiden who was bathing when she was pursued into the deeper waters of the pool, meeting her untimely death. This young maiden was the woodcutter’s daughter.
Outcome
The Woodcutter’s Daughter character is immortalised via the crafting detail within the typographic treatment of the WD brand mark. Her profile is celebrated within the distinctive ‘S’ character shape. This iconic detail reappears on top of the closure and features as a focal point on the neck label.
Weaving around the silhouette on the neck label, stylised illustrations of the native flora and fauna which surround the Silent Pool are shown. These are depicted in warm copper tones, embellished with hot foil stamping. This ethereal location also inspired the batch name for the first whiskey: Speckled Wood.
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.
A modern, bold reinterpretation of traditional whiskey cues.
