Create saw an opportunity to reposition Tracer to define a new market for its products, one centered on the creative class—both professionals and non-professional creatives who seek inspiration and the opportunity to change what people think through the power of their visual ideas.
The most ubiquitous change was an evolution to the corporate logo. The company name in the logo was changed from all lower-case letters to all-caps, to express the firm’s swagger. Create also reorganized and streamlined Tracer’s product offering to make it more intuitive and make the products more easily understood by customers and clients. The most significant change was renaming a class of products formerly known as lenticular.
Create developed the proprietary descriptor “motion graphics” to evoke the customer experience of the product, rather than maintain the conventional name the puts the customer focus on an element of the products’ construction (the lenticule).