Identiq – FESCH.TV

FESCH.TV INFORMIERT:

This video presents the brand identity and part of a launch campaign for the data security app,
presented to Rabobank on May 8, 2020. This assignment is part of the course Brand &
Product Commercialisation, at the faculty of Industrial Design Engineering at TU Delft.

The developed brand is called IdentiQ, targeted at performers with rational dreams. These
people are captivated by the lost time of data organisation and the insecurities of data
sharing. IdentiQ gives them freedom to enable and secure the process of everyday dreams:
applying for a student loan, starting up a new business, renting a car, booking a flight, etc.
Intuitively, people might think that freedom is about letting go, but we believe in freedom
based on control. When being able to control personal data, worries are eliminated and
freedom is achieved. We combine this high level of control with a high level of convenience,
enabling the user to manage his data anytime, anywhere and in an easy fashion. This
combination gives the brand bipolarity, setting it apart from its competitors.

For the launch campaign, control and convenience are translated into reassurance and
benefits, respectively. Reassurance about the security of the app is achieved through
collaboration with the government, transparency of data distribution and control of the
user. The benefits for the user are defined by the convenience and efficiency of the app. All
of this is summarized in the launch message: “It’s about you, not about us.” This approach is
unique since the focus shifts from the benefit of personal data being for big corporations to
being for the individual. We believe that data sharing is for the user and not corporations.