New Brand and Identity from Ploom Helps Retica Lead the Way

Haig Bedrossian's Ploom recently created a striking new brand experience and identity for cutting-edge new biometric technology firm Retica Systems, Inc. In the project, Ploom provided design strategy, positioning, and visual language design, as well as a brand-new website for the company incorporating a clear, communicative and exciting site architecture with an arresting visual experience.

Providence, RI (PRWEB) July 13, 2005 -- Ploom (www.ploom.com) recently created a striking new brand experience and identity for cutting-edge new biometric technology firm Retica Systems, Inc. In the project, Ploom provided design strategy, positioning, and visual language design, as well as a brand-new website for the company (at www.Retica.com) incorporating a clear, communicative and exciting site architecture with an arresting visual experience.

The world's only, full-eye biometric technology company, Retica came to Ploom founder Haig Bedrossian with the desire to create a brand experience which would articulate the Retica brand, explain its products, and (most of all) define its achievements, capabilities, and competitive difference. As experts in creating difference, Ploom was the perfect choice.

"Retica offers groundbreaking technology and expertise that's really going to change the security market upon launch," comments Ploom founder Haig Bedrossian. "Branding these kinds of new products and services for Retica was an exciting challenge for us. It was imperative that the brand we built for them communicate a clear, powerful message about the company's capabilities -- and that it do so across a variety of media. The end result clearly and powerfully communicates what sets Retica apart."

From the start, Ploom's design approach to the project was immersive, unconventional and exciting. Despite an unfamiliarity with biometrics at the beginning of the project, the Ploom team worked with the scientists and engineers at Retica and soon absorbed as much information as they could about the industry, its challenges and technologies, and how Retica meets those challenges as a company.

Ploom then translated this newfound knowledge into a brand vision and identity for Retica. Ploom's vision for the company was first articulated in a crucial positioning statement created by the team as a 'big picture' blueprint for the brand. The positioning statement was clear, unique, and easily definable -- essential in the security industry -- and emphasized the superb accuracy that would soon set Retica apart. At the same time, the Ploom team also came up with a series of innovative and visually arresting ways to introduce the company, its new logo (building on a logo originally envisioned by Design Continuum), and its technology to the marketplace.

Visually, Ploom's approach was to emphasize the concepts of precision and exactness, expressing them visually through the use of straight solid forms and lines, with the dominant color in the scheme an elegant, restrained green, emphasizing rich, light tones. Ploom also developed a timeline of biometrics, a visual that proved vital in several instances for visually illustrating how the company's unique retinal scan technology works.

The building of the new Retica brand by Ploom also involved a new Retica website and the creation of a new site architecture, information architecture, interface design, animation, web development and coding. In approaching the Retica website, Ploom determined that there were two primary users for the site -- the decisionmakers who would be purchasing the technology, and the "influencers," who already fully understood the technology. The potential purchasers would in many cases require an introduction to the technology, while the latter, the influencers, would require far more detailed and scientific information. The resulting Retica site manages to meet both of these requirements, and to do so in an exciting and easy to understand manner that also resonates with the user.

The website's cool, vibrant animation provides the perfect finishing touch, offering a dynamic combination of text and motion that succinctly explains what Retica is all about -- and then shows just a few key visual aspects of why that's so vital and exciting.

About Retica
Retica Systems, Inc. is the only, full-eye biometric technology company. Retica offers the most advanced and accurate eye biometric authentication solutions for logical, physical and digital ID applications to government, industry and business enterprises worldwide.

As a transitional or augmented security option, the Retica system integrates iris information into a multi-modal solution that co-manages sequential, tightly-coupled retinal and iris data. Retica's unique patented technology fuses together the images of the retina and the iris, thus significantly facilitating data collection and resulting in higher accuracy. For more information on Retica, or to sample the company's dynamic new website, please visit www.Retica.com.

About Ploom
Through his acclaimed visual communications and design office Ploom (www.ploom.com), designer Haig Bedrossian is known for providing creative design, branding and identity solutions and integrated marketing for a rich variety of media. The studio (whose unique approach is referred to as "plooming") works seamlessly across different media to create a complete visual communications strategy, designs differentiated brand communications, and creates the brand proof and visual triggers that connect to an audience and create a meaningful experience. In accomplishing its magic, Ploom's creative tools include such equipment as a Macintosh G5, as well as such programs as AfterEffects, Illustrator, Photoshop, and Macromedia Flash.

Ploom offers design services for companies of all kinds, including Identity (Brand Strategy, Visual Identity, Graphic Standards, Launch Communications), Print (Stationery, Marketing Collateral, Advertising Design), Motion (Channel Identity, Show Opens, Motion Graphics)
-- and more. The company has created visual strategies for small brands and large, including such names as Truth, Powderhouse, Oxygen, 13th Street, and Fidelity Investments. Ploom continues to break new ground in the field of design, and the company's ongoing investigation into new forms of visual communication and creative expression promises results that are provocative and compelling.

About Haig Bedrossian
The founder and creative spark behind Ploom, Haig Bedrossian is an acclaimed brand strategist and creative with over 10 years of professional design experience in Canada and the U.S., and who has used his work to create the faces of a rich variety of entertainment, consumer product, and institutional clients. Before founding Ploom, he worked as a Design Director for such companies as Hatmaker and Razorfish, as Art Director for Bravo Canada, and as lead designer with Interbrand. Over the years, he has worked seamlessly within branding and identity design, broadcast design, print design and interactive media, designing everything from broadcast identities to logos to websites. He has designed the visual identities for such immediately recognizable brands as Upromise, Oxygen, Truth Consulting, Powderhouse and the popular European television channel 13th Street for Universal Television, among many others.

A gifted artist and creative on a variety of media fronts, Bedrossian has won a variety of awards for print design and screen design from The American Institute of Graphic Artists, Graphis and the Graphic Designers Association of Canada. His short film Organized Chance was screened at The Museum of Fine Arts Boston, Harvard University, and at Underground Film Revolution (Boston). He holds a B.A. in Visual Communication Design and Animation from Ontario College of Art & Design (OCAD), Toronto, and is also currently pursuing a part-time MBA in Design Management from the University of Westminster, in London, U.K.

To speak with Haig Bedrossian directly about Ploom or his recent project for Retica, please e-mail Haig@Ploom.com or call (401) 273-7070.

Meanwhile, for further press releases, pictures, design samples, or PR materials on Ploom or Haig Bedrossian, please call publicist Angela Mitchell at (904) 982-8043 or e-mail Paramitch@aol.com.

# # #