Crafting a Premium Brand to Match a Premium Product

Imagine a chair that lets you ascend into the clouds, swim with sharks and run from dinosaurs – but until you sit in it, it just sort of looks like futuristic furniture. Meet the Positron Voyager. For VR tech innovators Positron, the challenge of bringing their Voyager^® chair to market has been expressing the breathtaking experience of a fully-immersive cinematic VR chair without someone actually sitting in it.

They came to Echo-Factory with an excellent product, an innovative content distribution model, an ambitious launch roadmap and several high-profile partnerships. What they needed was a cohesive brand story to tell content creators, LBE venues and potential investors, and a new website, social media strategy, pitch decks and marketing collateral to communicate and reinforce that brand story.

Our strategy has been to develop a B2B communication rollout, skinned in B2C visuals and with the more playful soft-sell tactics of a consumer-facing campaign. We created a visual style that is versatile enough to pitch family content to Disney or horror content to Blumhouse. The brand voice attempts to translate the experience of having a conversation with a Positron staffer into the brand’s public persona: it is approachable, intelligent, fun and focused on expertise without being too technical.

In a heavily competitive VR marketplace, Positron is well-armed with a versatile brand that positions it as the go-to product and content distribution platform for premium cinematic VR.