Case study

Celebrating technology

WIRED
cut through overload - wired

Stories and Science

Article

The WIRED conversation illuminates how technology is changing every aspect of our lives - from culture to business, science to design. We created a brand narrative for the tech journal that continues to celebrate tech by uncovering breakthrough innovations that lead to new ways of thinking, new connections, and new industries.

Overview

Challenge

For decades WIRED has been the go-to source for the latest and cutting-edge in technology.

Whole generations have grown up relying on the “magazine” to demystify innovation.

WIRED is where tomorrow is realized. It is the essential source of information and ideas that make sense of a world in constant transformation. The WIRED conversation illuminates how technology is changing every aspect of our lives - from culture to business, science to design.

The breakthroughs and innovations that WIRED uncovers lead to new ways of thinking, new connections, and new industries. So, how does the brand story reinvent itself for times that have, ironically, been changed by the same technology? What could be its brand narrative?

Discoveries

Whether it’s the legacy tech brands like IBM or new-age brands like Accenture, the brand narrative has been evolving with time, across categories all categories of tech WIRED covers.

They all provoke change and promise a world of unexpected possibilities and potential. Whether it's by provoking smarter questions (IBM) or a better normal (Samsung) or embracing change (Accenture) or acknowledging the better times we live in today (Cisco).

Storytelling through unexpected design thinking

We redefined design for a brand that keeps reinventing itself; we redefined design by taking it to never-before realms. The verbal messaging is high ground and conceptual, and the visual expression is needed to match it and exceed. We steered clear of tech clichés, choosing to be abstract and metaphorical. The evolution of technology was highlighted through the use of color offset – a metaphor bridging the past and present. The final language unfolded in a set of seamlessly stylized illustrations, adding unique imagery that’s bespoke to Wired – a lingo that puts forth its proposition best, and enables the brand to speak in a distinct voice slicing through the communication clutter.

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Animating a larger-than-life story

Our vision for Wired was to never attempt the usual. Aligned with this, the animation approach built further on the design and delivered a dynamism that’s equally dramatic. Every movement on the screen is unexpected, weaving this unusual story layer by layer, telling it in unimagined ways, and engaging the viewer on multiple levels. The result is a narrative amplified through animation that’s simple yet mindboggling – like technology itself, and the brand that demystifies it and makes it accessible to the world.

Narrative

Our lives, as people or enterprises, are so deeply and seamlessly integrated and transformed by tech with AI, IoT, cloud, etc. that we don’t realize it.

While this evolution is perpetual, for WIRED, its magazine format has evolved with time

THE VERY ROLE AND VALUES OF WIRED AS A BRAND HAS REMAINED UNCHANGED.

In the brand narrative video we created, Wired expresses its values,

…as it continues to celebrate technology

…its role in furthering the human race.

…with a surreal piece of animation that traces the impact of innovation on human lives.

As the video sums up: Yes, technology is good, for good.

The animated story of wired

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