Proxy, publicly known as an access control company specializing in digital access technology, was undergoing a transformative phase aimed at becoming the new luxury standard for physical identity verification. This shift to an identity-first approach, coupled with an expansion of its services, necessitated a strategic reevaluation the brand’s positioning, establishing a compelling narrative, and the development of a unique brand voice. Concept & Craft was engaged to partner with Proxy in laying the groundwork for the brand's future marketplace presence. The objective was to define Proxy's brand identity and verbal communication strategies, paving the way for a strategic re-launch and market entry.
Working closely with Proxy leadership, key stakeholders, and agency partners, Concept & Craft facilitated a variety of workshops, each focused on specific aspects needed to reposition the brand. Through these sessions, we were able to succinctly define the Proxy brand, including its value proposition, shared purpose, personality, and key brand pillars. Developing Proxy’s brand voice required creating a brand persona, voice principles, and tactics to guide how Proxy communicates and behaves, informing future copywriting and communication strategies. Lastly, we developed an external message framework, defining Proxy's differentiation in the market and the value its products and services offer to prospects and clients.
Building on the insights gained from the brand repositioning project, Concept & Craft was tasked with crafting a cohesive visual identity for Proxy. Starting with the website, Proxy’s primary communication channel, we partnered with digital agency 14islands in Stockholm, Sweden to reimagine an entirely new web experience. Using this project as a creative sandbox, we evolved Proxy’s visual identity to align with the brand's repositioning efforts. This involve refreshing the logo, refining color palettes, and updating visual elements to reflect the brand's newfound identity and market positioning.
Our efforts helped lead Proxy to a partnership with Apple, supporting their digital wallet product. In May 2023 Proxy was acquired by ŌURA, the company behind the smart ring, to evolve their biometric authentication and security technology.
