Uniqode
From IRL to URL and back again
Driven in equal parts by improvements in the technology itself and a spike in demand for contactless solutions courtesy of a global pandemic, QR codes have experienced a period of mass adoption and experimentation.
To capitalize on this rapid expansion, Uniqode (formerly Beaconstac) – an enterprise grade QR code provider – approached us to redefine their brand strategy and identity. In partnership with Ravi & Sharat, the co-founders of Uniqode (and best friends since childhood) we built a brand that is ready to become the leader of an industry that is growing exponentially.
QR codes are, of course, no longer just those janky little things that you download from the internet. Today the largest companies in the world rely on QR codes for the successful management of their daily operations. With this in mind, Uniqode’s unique strength lies in their customer centricity. The security, support and scalability offered on their platform is second to none making it the first – and arguably only – platform that was built to be enterprise ready.
Our brand strategy sought to position Uniqode’s offering in just this way. A vertically integrated suite of products that could reimagine how prestige clients such as Amazon, Hilton and Nestlé interact with their audiences.
QR codes allow people to move fluidly between their physical world and their online world with just one click. We chose to visualize that through the metaphor of stitching, demonstrating the joining together of two planes with a simple needle and thread. This universal canvas became the heart of our visual identity, emphasizing Uniqode’s ability to help businesses (and their customers) move seamlessly from IRL to URL and back again.
With this idea as our north star we developed Uniqode Sans, a custom typeface that symbolizes this concept of knitting together disparate sources to create one connected canvas. At the same time marking a clear departure from existing tropes and trends from competitors in the space.
In photography we portray real people who represent the businesses deploying QR codes and the end customer, with cross stitch patches and patterns an ever-present reminder of Uniqode’s ability to connect both parties with one another.
Iconography and illustrations echo this hand stitched approach emphasizing how single points, actions and moments in time can be pulled together to paint detailed, unexpected and comprehensive pictures of the customer.
For the identity system to be successful it was crucial for brand and product to be integrated. We partnered closely with the Uniqode team to extend the system into their website, customer acquisition channels, data visualization as well as corporate communications and marketing. Our research (including going ‘under cover’ to get to know the competition better… sorry about that) also told us it would be crucial to build a brand that communicates professionalism and security, while also being distinctive and compelling in a crowded category.
Uniqode are listed as the #1 rated QR code solution on G2, and can now boast over 50,000 customers worldwide. We’re proud to have played our part in that success and can’t wait to see where the brand and business goes next.
To Ravi, Sharat and everyone at Uniqode. Thanks as always to our partners NaN for their excellent work in developing Uniqode Sans.
