Fido

Securely Returning Your Tech Back To You

This work was undertaken for Adtrak.

We’ve all lost something, sometimes it’s that loving feeling, sometimes it’s your heart to a starship trooper. Other times, it’s the important (and expensive bit of tech that has become your world.

Fido is a tech retrieval service startup based in central London. Once a customer has signed up, they receive stickers and screen wallpapers containing a unique code that, once imputed into the website, will allow the finder of said tech to get the items returned to them via secure means without the owner’s details ever being revealed.

Creating the Brand

The main icon for the brand was a dog’s head. A friendly, relatable analogy for wanting to get your possession(s) back is that of a faithful dog, retrieving their master’s stick. It was determined that that would play nicely with the demographic, and with the treatment of using geometric shapes intertwined it would avoid looking too naff.

Applying the Brand

The application of the brand needed to walk a very fine line. If your tech gets lost, the finder needs to clearly make out the sticker to begin the retrieval process. However if you’ve spent £1,000+ on a phone or laptop, you don’t want something that looks like an eyesore being stuck on it. Often these are status pieces, you want to look at it and go ‘This commercially purchased  product makes me feel cool.’

So, the colours needed to be bright but not garish, the graphic design needed to be bold but not offensive, and the information needed to be clearly defined and laid out.

As the secure website and security stickers would be handled by third parties, we created a set of simple brand guidelines which would enable them to be able to create a consistent brand experience across all platforms and usages.