ink project

GEN-i IS IT

Ink were approached to devise a leadership positioning for Gen-i for a critical, impending sales conference. The business required sales merchandise that would stand out from competitors and communicate the Gen-i brand story. Confident, bold and brilliant, the Gen-i team wanted messaging that stated that not only are they the best in IT, they are also the easiest to work with. Fun, informed and hassle-free.

In response to the brief Ink devised a playful, confident, language-based campaign devoid of the usual IT imagery. No wires, no binary codes, no keyboards.

The Gen-i is IT tagline and supporting copy used the dual meaning of 'IT' to differentiate the brand and create memorable USP soundbites.