Uniform Rebrands Global Technology Company Chaos Group
Uniform has revealed the new brand it has created for Chaos, the global industry-leading and Academy Award-winning graphics technology company. The rebrand supports the company’s bold ambitions across the creative sector.
With the new brand needing to accelerate growth and encompass an existing suite of products, as well as new developments, Uniform’s starting point, was to identify exactly why the current brand wasn’t working. They found that, despite their product reputation and success in organizing one of the biggest industry events in the calendar, ‘Total Chaos,’ Chaos itself was fairly unknown. Most customers were more familiar with the individual products that they used day-to-day.
“Chaos came to us with ambitious plans for growth. The challenge was that although they were a market leader, their equity was tied up in strong product brands,” commented Erika Anderson – Senior Creative Strategist, Uniform. “The strategic approach was developed from clear insight from Chaos’ customers and shifted them from where they were. The group brand needed an identity that clearly established ownership of the growing portfolio of products.”
Uniform’s approach is centered around the idea that most brands don’t need radical transformation, instead, they require the ability to adapt continuously to a world that is in constant change. By placing more emphasis on Chaos and restructuring the brand hierarchy, Uniform has created an ecosystem of products; elevating the rest of the portfolio to sit alongside V-Ray. Customers wishing to create stunning visualizations now clearly understand the range of tools they have at their fingertips.
The brand itself exemplifies the power and capability of the Chaos product range, using visual language created from the software itself. This dynamic approach is totally unique and differentiates Chaos from its competitors, as well as creating endless possibilities for future growth.
“Chaos now represents a place of excitement, of possibility, of constant progression,” added Richard Pay – Design Director, Uniform. “Where 3D artists can be inspired to push themselves further, to unlock their creativity.”
The brand has been launched this week and will be followed by the launch of a new customer community-focused product, Cosmos. This signals a new dawn in the Chaos universe and a new opportunity to redefine the business for the future.