The company has come up with a product that solves one major problem of jewel industry, which is the detection of ferrous impurities on the jewelries.
We derived a brand name from a magnet which deliberately attracts the ferrous particles no matter where they are.
We coined an aspirational brand positioning statement “Transform to machine intelligence” so as to aspire industries to transform themselves into phase where they can capitalize on the intelligence of machines.
We crafted the identity which is inspired from the handshake between a human arm and a robotic arm (Machines) which signifies the transfer of a work from a Human to a machine.
We also wanted the brand to reach the consumers of gold, to create an awareness on the existence of such a technology which ensures the quality of gold supplied by the retailer; hence we introduced a Mascot whose presence in a jewelry store, indicates that people only get ferrous free from the retailer.