Pace is a leading technology developer for the global payTV industry.
Our brief was to design publicity material for the launch of their latest set-top receiver - a product which only differs from its predecessor by having a more stylish exterior casing; Apart from its shape, it is exactly the same product.
But history shows that sometimes a simple change in shape is enough to create a retail bestseller.
Our solution was to recall examples of where a change in a product's shape was responsible for its dramatic increase in popularity. We illustrated these examples - these design classics - and applied them to publicity posters, advertisements and launch invitations - and refrained from showing the new product altogether, so as to create anticipation at the launch event.