GE assembled a veritable dream team of agency partners (including HyperQuake) to help drive the conversation around how technology and innovation can help solve some of the challenges we face today in health. Occupying space on 5th Avenue and 44th Street, the two-week event — filled with a mix of seminars and thought leadership panels — highlights the transformative role that technology and innovation play in delivering better health to more people.
Healthcare: A shared experience
GE came to HyperQuake to help develop a common narrative structure and character storylines to set the stage for the events for a variety of visitors (Physicians, Healthcare Administrators, Customers and Consumers). Through a series of short videos, this narrative became the consistent thread for connecting the goals of Healthymagination to a shared set of experiences all people may have as it relates to Healthcare.
Character narrative and storyline videos presented in the Healthymagination Showcase, New York City, October 2009.
Characters and experiences we can relate to.
On display throughout the futuristic space were 23 of GE’s latest healthcare innovations that spotlight breakthroughs in areas such as miniaturization, mobility, healthcare IT and molecular imaging used in cancer detection. The personal impact that these technologies can have was told through a series of patient vignettes told in first-person videos throughout the event space.
Project Agency Partners included: HyperQuake – Character Storylines and Narrative Development; Local Projects – Media Design and Production; Thinc Design – Exhibit and Sculpture Design; Urban A&O – Architectural Design.
We are very excited to announce our first international project; a complete rebranding of the Palenque, Mexico-based company, La Carne Es Fría. For over 85 years, La Carne Es Fría (LCEF) has committed to producing the most high quality beef and pork products, supplying restaurants throughout Mexico and Latin America with organic, humanely-slaughtered meats.
Old La Carne Es Fría logo
Logo Update
LCEF approached HQ to breathe new life into their brand, but still needed to maintain the sense of the company’s heritage, a challenge, since the brand had undergone minimal updating throughout the years. Based on extensive Hispanic consumer research and testing, HyperQuake first created a new logo, maintaining the typographical quirk of the original, and incorporating their iconic mascot, the “sausage señorita,” (featured in numerous past ad campaigns, pictured above) updating her look to bring her into the modern world.
New La Carne Es Fría logo
New Growth: Products & Publicity
The second phase of the project, to extend LCEF’s offerings to the general consumer market, is directed towards the ultimate goal of helping LCEF become a global brand. No longer will consumers in North America, Europe and Asia have to send away to order their beef hearts and pig snouts, La Carne Es Fría aims to bring them right to their neighborhood grocery.
Packaging Mock-Up, in production now
To this end, HQ developed a full suite of CPGs for La Carne Es Fría, as well as a complete ad blitz, with TV, print and web-takeover ads appearing in over 5 languages in 27 different countries, popularizing the campaign’s slogan, “Nada De Carne Es Más Frío Que Nuestra Carne, ¡Comer, Spam™!” throughout the world.
Photo courtesy of Flickr user tequierotocino
Interactive Innovation
HyperQuake also flexed its digital muscles, developing a fully immersive website to showcase LCEF’s new offerings, giving consumers a centralized place to delve into all their favorite meats. The website features social tools, innovation and viral videos to help meat fanatics connect with each other, and the “Carne de Cañón” interactive Flash game, which has earned over 150,000 unique plays.
HQ wanted to know: can physics be simple and fun? OhmartVEGA, a manufacturing company specializing in sophisticated measuring devices, came to HQ requiring a simplified tool to easily and accurately configure their products. A manual and time-intensive quoting process (requiring advanced mathematics and hand calculations) was preventing their global sales and engineering teams from quickly and accurately turning around customized quotes for their clients.
To alleviate this issue, HyperQuake developed a fully customized application for OhmartVEGA called ProSize. HQ designed the user interface for ProSize with a flexible graphics library and a real-time drag-and-drop drawing module. The application was created entirely in Adobe Air, leveraging Flex as the development framework to produce a user-friendly, portable desktop application. The project also showcases our in-house familiarity of advanced trigonometry and geometry to deliver accurate field calculations.
HQ successfully transformed what was once a complex process into a user-friendly, globally-distributed application for the OhmartVEGA sales force. ProSize delivers an endless array of customized product configurations that can be shared with the Engineering teams as well as with customers. A clean, easy-to-understand report, along with flexible project files, can be outputted from the program and shared among the various stakeholders throughout the process, saving OhmartVEGA time and money.
At its inception, Bounce fabric softener was created for and reflective of an era steeped in new modern convenience. With only negligible updates to the brand identity since the late 1970’s, Bounce needed to find a way to rekindle that energetic spirit, and reignite people’s excitement about the brand.
Older Bounce Packaging
HQ was approached to redesign the Bounce brand and launch a new Premium Scent Line Extension, Awakenings, as well as updating additional SKUs within the brand, in order to both strengthen the brand’s equity and increase stopping power in the retail environment. For each element in the project, (Base Bounce, Awakenings and assorted Club SKUs) HyperQuake developed Aspirational Design Targets and influenced brand exploration through brand board development, strategic process, consumer focus groups, vision work and technical exploration.
HQ also updated Bounce’s logo, paying homage to the 30-year-old brand while also giving it a new, modern feel and energy.
The result was a modern, clean package which creates a billboard effect on shelf, making the product both visually stunning and easier for consumers to find. HyperQuake’s work on this project was featured on several prominent design blogs, such as Brand New and The Die Line, to positive reviews. One reviewer commented, “Dig it. It’s got bounce.”
The Bengals finally made the playoffs last year and, as luck would have it, hosted the game at Paul Brown Stadium, right here in HQ’s hometown. The team wanted to create a really exciting Playoff Book to be sold during the game, and they felt HyperQuake would be a great fit for taking the design to the next level.
The goal of the project was to create a commemorative piece to showcase the Bengals’ awesome accomplishment. We all agreed that teamwork should be the primary focus of the design – the Bengals view making the playoffs as a collective achievement – with a strong emphasis on the host city of Cincinnati as well.
The end result was an exciting design that hit all of the team’s objectives and really made the Bengals come across as the high caliber team they are. Despite the fact that the game didn’t finish in the Bengals’ favor, fans can still cherish the memories, and have the playoff book to prove it.
GE assembled a veritable dream team of agency partners (including HyperQuake) to help drive the conversation around how technology and innovation can help solve some of the challenges we face today in health. Occupying space on 5th Avenue and 44th Street, the two-week event — filled with a mix of seminars and thought leadership panels — highlights the transformative role that technology and innovation play in delivering better health to more people.
