Identitee is an example of a client that took full advantage of our multi-disciplinary approach to design. They involved us in all aspects of the product's design and marketing. The result is a product with an uncommonly strong brand cohesiveness across all media — print, web and the retail environment.


THE PROJECT
Nyquist Design worked with Mugwumps, LLC to design, and produce the Identitee product and all of its marketing materials from concept to market. The physical deliverables included, the product itself, packaging, trasdeshow signage, sales sheets, ads, and a POP display.

THE PRODUCT
Identitee is a contact card and stick-on pocket that helps kids and parents reunite quickly if separated. It is a simple, no-hassle, low-tech solution to a big problem.

When Nyquist Design first met with Mugwumps, LLC we were handed a UPS packing label with a folded piece of paper inside with the word "Identitee" scrawled on it. We were charged with the task of making it work. Nyquist Design proposed various design and production solutions that addressed all of the following criteria:

- Must be waterproof
- Must stay on all day
- Must not damage clothing
- Must be easy to apply
- Must not be uncomfortable to wear
- Must clearly communicate purpose
- Must cost no more that $.33 per unit

After much research in adhesives, vendors and design concepts, Nyquist Design was able to meet all of the above requirements. Furthermore, the product itself contained no aftermarket waste, and was designed in a way that would enable a parent to fill out and apply the product using only one arm (anticipating that many parents would be holding another child or bags in the other arm).

 

PACKAGING
The Identitee packaging was designed to hold 3-5 units. Nyquist Design researched both pre-made and custom-sized bags of varying materials before deciding on the the custom-sized plastic bag. The bag is stapled to a header card that extends down the back of the product. Photographs of children were used on the front of the package to give the product personality and literally show how the product is used.

POINT OF PURCHASE
Nyquist Design visited and surveyed retail outlets that would potentially be selling this product in order to determine the best size and form of the POP. Afterwards Nyquist Design helped to research vendors to find viable solutions. The design of the POP serves as both a vehicle for the brand and as a way to educate potential customers of the product's benefits.


 


IDENTITEE IDENTITY
Nyquist Design worked with Mugwumps to establish the Identitee brand. This was done through the creation of a brand positioning document, upon which the design of all subsequent materials were based. View the brand positioning document.

PRODUCT DESIGN
The product as it is today came about through a series of documents which explored various design and production alternatives.


THE PRICEPOINT
One of the driving forces behind the design of this product was Price Point A price per unit was determined which, if met would yield a profit for the Identitee product. Nyquist Design designed to that price and worked with vendors to secure a sustainable production process that would ensure the feasibility of this product.


PRODUCT EXPLAINED
This product was the first of its kind. Because of this, one of the main design challenges was in finding a simple way to explain the product to an international audience. The solution was a simple infographic which walked the user through the six steps to using the product.


PHOTO SHOOT
Nyquist Design art directed a photo shoot for photos to be used in Identitee marketing collateral.



CUSTOMIZATION
In addition to its sale in retail outlets, this product was marketed to theme parks, schools, airports, and other businesses as a way to add value to their services and also as a vehicle for their brand. Nyquist Design helped to develop a plan that would enable the co-branding, or re-branding of this product for various customers.