Mid last year, Gainsborough approached Designworks Melbourne with an opportunity to assist with the development and launch of a new product - the first of its kind in Australia. The product: a unique home access system that provided remote access to users’ front/back home doors, as well as operating other features such as alarms, garage doors, external lights, front gates, all from a single key.
With only the product’s function and aesthetic established, Designworks’ job was to develop an identity for the product along with the most suitable communications strategy to take it to market.
Through research aimed at understanding users’ response to the product, it became apparent that people were really busy; that just getting through the front door was met with a series of obstacles – different keys, alarms, front gates, garage doors, security light… what people needed was simplicity.
From this insight Designworks introduced G+: a system that allowed remote home access to be easy and available to everyone; a system that was technically sophisticated but incredibly simple to use.
As a part of the launch Designworks developed a Sales Tool kit, introducing and explaining the new system, along with packaging, store displays and installation manuals. To ensure the collateral supported the positioning of the product, it was critical that the design always suggested ease and simplicity.