For this project I really wanted to bring in more of what we've been covering in our lectures and something that I've picked up on with this module is the importance of storytelling and how to best communicate our ideas. I felt creating some brand promotion would be a good way to do this.
Before deciding how to promote Pane OS it felt important to decide what kind of brand it is in the world. Not every product should be promoted the same way and Pane OS has a very specific character that should shape every promotional decision made around it.
Pane OS is a warm, architectural and considered brand. It does not shout. It does not chase trends. It does not perform relatability on social media. Its promotional instinct should match its product instinct, which is to be so right for its context that people notice it without being asked.
In our lectures we looked at how the most powerful brands do not sell products. They tell stories. They make people feel something before they explain anything.
The story of Pane OS is not a technical story. It is a human one. A family in the 2040s navigating the beautiful and complicated business of sharing a life together in a shared space. A child who draws on the wall and watches his imagination come to life. A mother who can be present and productive at the same time. A grandmother who feels at home in a house full of technology she did not grow up with.
That story is the promotion. Not the features. Not the specifications. Not the price point. The moment a parent watches their child's drawing lift off the wall and fly across the room, that is the advertisement. Everything else is detail.
This approach to storytelling in branding is something we explored in lectures and it is an approach that has produced some of the most memorable and effective brand communications of the last twenty years. Apple's 1984. John Lewis Christmas. Nike's Find Your Greatness. None of these lead with the product. All of them lead with a human moment and trust that the product will follow
https://youtu.be/5rXNpzE1t04?si=S6qjFp6tlRResWa4
I feel like one of the most common ways we see brands promote their product is often a promotional video. Now to me this does feel like a really good way to go with this idea, partly due to the nature of the concept but also as I have some experience with film and video editing. A promotional video feels very on brand for Pane OS and I feel that alone is a good reason to create one. Paired of course with the effectiveness of this kind of material, it would definitely create a much more immersive and holistic brand concept and would lead to a much more polished deliverable also.
The most important part of this is that it tells a story and a good one. If I were to create a promotional video, it wouldn't just be showcasing the product itself but showcasing it within a story, possibly within an everyday interaction within the family home. Something simple that might have otherwise caused friction previously. Now with Pane OS and how it makes that interaction frictionless.
https://youtu.be/go4o6jiy8qE?si=p5yNo7ZYDlNTZLHR