PROJECT

XICA

Data science ad analytics branding. Star motifs meet print/digital primary color gradients in cutting-edge visual system.

WHY

As it stands now,
will traditional mass media
disappear?

Since the arrival of the internet, all manner of information, including text, audio, and video, have transferred online, while traditional mass media formats such as television, radio, newspapers, and magazines have rapidly lost their momentum. Internet use has risen each year, and by 2019, internet advertising expenditures had exceeded television ad spending.
Notwithstanding the efforts of many corporations which annually invest massive budgets into traditional mass advertising formats such as TV commercials, there was a critical issue–it was difficult to properly measure the direct and indirect effects of ads that would lead to sales and the acquisition of loyal fans. Conversely, internet advertising had a powerful advantage in that its effectiveness could be properly measured as quantitative data, which led to its achieving rapid growth.
However, even now, television commercials still possess a powerful influence as a gateway for consumers to encounter new brands, with data such as CPM (the cost per mille measurement) establishing that TV ads still far exceed the cost-effectiveness of internet ads. Even with such data, however, the value of advertising is not being properly assessed, simply because its effectiveness is difficult to measure, subjecting marketing budgets to waves of cutbacks that could be termed excessive. There is an aspect to mass media such as television, newspapers and magazines, in which they represent culture. But are they now fated to disappear, together with the unique heritage that each medium has developed over their long histories?

HOW

Using data to
properly evaluate
the value of media.

With the growth of data science, it is now possible to properly evaluate how traditional mass media advertising (starting with TV commercials) contributes to sales, as well as how it produces beneficial assistance to other forms of ads. Established in 2012, XICA utilizes data science to not only visualize the effects of online advertising, but all other forms of marketing as well, such as newspapers and television, through “MAGELLAN,” the leading advertising analysis tool in Japan, and by developing the business of promoting the proper evaluation of media. Working together with XICA, we were involved in a comprehensive branding effort, including the design of their visual identity (beginning with their corporate logo), as well as concept and naming their new service brand.

With the name XICA based on the company’s philosophy–“to support people who endeavor toward ‘saino kaika’ (the blossoming of talent) through the power of data science”– we designed a symbol expressed as an asterisk motif, which represents the blossoming of diverse talent. The symbol is constructed from 3 lines, which is a gradation that starts with the 3 primary color ingredients used in print media, C (Cyan), M (Magenta), and Y (Yellow), and transitions to the 3 primary colors of light used in screen media, R (Red), G (Green), and B (Blue), symbolizing how all forms of media intersect three-dimensionally. Furthermore, for the logotype, we likened each letter of the name to graphical elements, with X representing the axis of coordinates, I representing a bar graph, C representing a pie chart, and A representing a polygonal line graph, a visual symbolism that communicates the company’s work in analyzing a wide variety of data.

With XICA releasing a lineup of products that will support various aspects of advertising, from the planning to placement of TV commercials, to creative evaluation, we developed the concept and name for their new brand. We came up with the name, “ADVA,” which contains 2 meanings–AD VALUATE (to determine the value of an ad) and ADD VALUE (to provide improved or additional value). In order to present these 2 concepts as a visually readable element, we developed a logotype that contains 2 Ds layered on top of each other. By having the existing “MAGELLAN” and “ADVA” both under the banner of the company brand, we were positioned to more clearly establish XICA’s business operations and corporate philosophy–to utilize the data science to maximize the benefits of marketing, and innovate the marketing and advertising industry.

WILL

Toward a future when
investment in creativity
can be maximized.

We stand with XICA’s vision, to champion the democratization of data science, demonstrate the inherent value of media, and properly evaluate advertising creativity.
With its new brand, “ADVA,” XICA is off to a new start, not only analyzing the benefits of advertising through the utilization of data science but also endeavoring for a future in which the quality of ad creativity can be properly evaluated. And on the horizon of these efforts by XICA, we may see the relationship between creators and an ad industry that still clings to old traditions become more optimized, and a future in which massive marketing budgets can be used more appropriately, for projects that can bring positive change to society.

INFORMATION

What: XICA
When: 2020
Where: Tokyo, Japan
Client: XICA CO., LTD.
Scope: Branding / Logo / CI Guideline / Business card / Motion Logo / Tagline / Slide format / Promotion Strategy Support / Promotional Video