(2003—2005)
My role: Art Director, Information Architect
LightScribe is a technology developed by HP that lets you burn professional-quality labels on DVDs and CDs — using the same laser in your computer that writes the data on the other side. The LightScribe folks asked Curiosity to help them develop a viral marketing campaign touting it. We could have simply dreamt up a few wacky emails, and maybe a funny Flash game or two, and called it good.
Instead, we helped them build their fledgling brand. They had already invested a lot of energy in traditional branding, whose salient quality, everyone agreed, was beigeness. We developed a content and marketing campaign around the introduction of their technology, then we helped them brand it. I led the LightScribe client team through visual brand-building exercises: we buit the Brand-o-Meter (left), a tool for communicating how “edgy” a particular design should be, and a collaborative moodboard (right).
Then I worked with our team to implement all this great branding stuff. I oversaw the development of five interactive tools, two websites, and a viral email campaign.
