PowerPC™
The Challenge
Power Up On Mars
IBM technologists and marketing, new product development tacticians, Nobuo Mii and Lineene Krasnow—backed by innovator Lucie Feldstad—approached GIRVIN to support a strategic shift in the development of a super fast, cooler-running microprocessor called RISC [Reduced Instruction Set Computing.] It was all new, and needed a name, brand design system and messaging platform in support of its innovative presence.
The Solution
May the Force Be With You
Tim Girvin, recognizing the challenge of the modeling of this technology based on a triad of technology giants, Apple, IBM and Motorola, invented the executive workshop BrandQuest® as a unique tool to explore brand strategy as a team-based collaborative consortium to arrive at participatory solution pathways for naming, personality and tactical planning. It was in this session that the metaphor of Power emerged to set the principles and premise in play to create the naming solution of the Power architecture that emboldened the brand. Tim Girvin led the team that named the Power platform, and set the visual strategy, logo, custom PowerPC™ typeface, exhibit design, exhibitor clothing, video and collateral for the launch of the Power Personal technology.
Strategy
Story
Identity
Environmental
Messaging
Naming
Print
Type Design
AND BEYOND:
“
Think James Web Space Telescopes in high-radiation environments. And the Mars Rovers Curiosity and Perseverance which utilize a radiation-hardened processor—originated with PowerPC™ 750, and the NASA Spacecraft, the Orion Crew Vehicle use the PowerPC™ 750X. Military flight systems, such as the F-35 employ PowerPC processors for Vehicle-Management. And speaking of V-M, PowerPC™s for critical, high-temperature automotive applications like radar systems and machine vision smart cameras.
“
We’re featuring a human-centered computing experience. We’re not marketing the PowerPC; we’re marketing what the technology allows people to do, therefore, I wanted natural, but I didn’t want the obvious – all greens – because I thought that would be dull. 1 wanted it to be warm. 1 wanted something that said human-centered computing. That’s where GIRVIN came in—they delivered.”
Lineene Krasnow | IBM Executive | Power Personal Systems
Discover more from Girvin | Strategic Branding & Design
Subscribe to get the latest posts sent to your email.