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CROSS CULTURAL APPROACH
Case Study :
Corporate Identity for Oxford Properties, India |
Oxford Properties in India asked us to develop their new corporate identity. Their brand had a strong reference to Victorian British architecture and countryside style. We initially suggested gold and green colours as their brand colours. During the course of consumer testing we experienced how various shades of green triggered very contrasting user experiences. Darker and warmer colour shades had the desired British associations, while fresher and colder shades of green were associated with Pakistani national colours. The latter had no particular relevance to our client’s brand. Very fine colour balances were required to provide the appropriate solutions.
During the process, the green was eventually replaced with orange, since the client decided to focus more on construction as their core competency. We handled the orange with care to avoid misleading associations with Hinduism. The combination of orange and gold was especially avoided, since the Indian client audience easily would associate orange and gold with Hindu weddings or other religious events.
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