Interaction Europe

First things first, we needed to create a new brand story. After much research and deliberation, we hit upon the concept of a “sweet spot” which we believed best encapsulated what they do and how they do it. We describe it as follows on the home page of their website.

“We (Interaction) work at the intersection between you and your customer, that crucial point of interaction* where expectations are high and communication is critical. We like to think of it as the sweet spot because if you make the right connection, the results can be hugely positive and very rewarding. It’s the unique overlapping point at which your commercial objectives and customer’s objectives coincide, and where we can add value.”

It was a powerful idea, and one that became the foundation stone for everything that followed. The client loved it, and with good reason; it described what they do in a nutshell and could be easily understood.

The new logo was born out of the new brand story and is a simple representation of the point of intersection (sweet spot) between Interaction and their customers. The overlapping point on the middle is marked with an asterisk. The two parties are shown as speech bubbles either side. The colours and fonts were chosen to be corporate and contemporary, but slightly playful and disruptive.