FreeRangeXR
Building a competitive brand for a games-heritage VR training studio
Overview
FreeRangeXR was an award-winning VR studio with a brand that didn’t show it. Their work won major industry honors, and they needed an identity and website to match.
MHI Innovation Award
2018 · Raymond VR Forklift Simulator
Plant Engineering Product of the Year
2018 · Raymond VR Forklift Simulator
Intralogistics and Forklift Truck of the Year
2019 · Raymond VR Forklift Simulator
Problem
An existing brand that read as dated and generic, undercutting the sophistication of the actual work in a category dominated by established players.
Solution
A dynamic brand presence that positioned FreeRangeXR as a category leader from day one, not a newcomer chasing the pack.
The Mark
Logo System
Marketing Iconography
Process
A rigorous path to a simple answer.
01
Research
Tore down four competitors: Talespin, Re’Flekt, Pixo, and Motive. Most were dry and corporate, built by engineers for engineers. Almost none had games DNA.
02
Workshop
Led a mini brand workshop with six stakeholders: brand word voting, and sorting traits into old, new, and in between.
03
Brief
Distilled it into one strategy, four values (Trust, Mindful, Fun, Value), and a clear value proposition.
04
Expression
Commissioned and directed the identity, then built the system: guidelines, iconography, decks, and web.
The strategy: a brand in between Games and Enterprise.
GamesEmotional
Playful
Crafted
Engaging
EnterpriseCredible
Rigorous
Measurable
Safe
Training that is
fun + addictive.
The Insight
“Don’t just teach. Engage.”
Competitors explained. FreeRangeXR engaged. AAA games DNA was the unfair advantage no rival could claim, and the brand was built to make it visible.
The Transformation
Before and After
The clearest single proof point of the reposition.
Brand Voice
Save time.
Save money.
Stay safe.
Have fun.
Outcome
The reposition gave FreeRangeXR an outward presence as credible as its work, and the confidence to pursue and close new clients, including an AR experience for the BMW iX and i4 with BMW USA and Google, and NeuroTrainer, a VR training tool for college and professional athletes.
