For release: Sydney, 15 February 2021
New octopus logo for Vloggi - the smart video platform that sources, formats and organises your user-generated footage
The platform evaluated its brand promise and core pillars as part of the exercise, led by James Gosper, a seasoned wine industry branding and marketing expert. Mr Gosper is an investor in Vloggi's parent company Ciné Souk and led a group of six other investors and strategic advisors in the company with a marketing and branding background.
Mr Gosper said: "The phase that Vloggi is now at, as it moves from a minimal marketable product to a high growth phase, one of the things that needed to change was its logo."
In mid 2020 the platform changed the way it tackled its core value proposition of easy multi-person video creation. The entire site was re-platformed during the start of the COVID pandemic and its former app-based strategy replaced with responsive browser-based upload and management.
Refined mission, new logo
"When we looked at what the overall mission of Vloggi was, we realised it was removing the complexity and expense of video creation," said Mr Gosper.
"Its unique crowd sourcing technologies make it easy and accessible for everyone to tell their stories by using their community's footage. With this in mind, we had to take the brand forward," he added.
Vloggi's colour pallette had already been established by a user-experience focus group of its primary target market led by Sydney branding agency Cord + Berg. The purple was chosen as a warm and friendly colour that represents progress and technology.
Introducing Oggi the octopus
"Our target audience of marketing executives want to tell their customers' stories effectively. They are looking for an inexpensive and effective way to amplify their
brand," said Justin Wastnage, founder & CEO of Vloggi.
"They want a reason to believe in a modern technology that provides
solutions. They are passionate about quality and creativity.
"They are looking for simple and self managed platform, with no add-ons or
"But most importantly they want to impress their boss with something new and cool".
"When we analysed what Vloggi did, from its smart upload tool, to automatic formatting and styling of video, to a complex content management system, to artificial-intelligence aided content suggestions to storyboarded video content creation, we realised the animal that represented us was obvious," said Mr Wastnage.
"The sheer reach that our crowdsourcing technology allows brands to achieve is very reminiscent of an octopus's tentacle. But more than that, through Vloggi's ability to transform these clips into authentic video episodes, the octopus is a perfect analogy," Mr Wastnage continued.
"Around this time, My Octopus Teacher was premiered on Netflix. The more I learn about the intelligence of these wonderful creatures, the more I knew that our all-in-one video platform should be represented by a cephalopod.
"Vloggi is the only video production team you need whether your project is small or large. Oggi the Vloggi octopus will do all the work for you. Source, format, assemble and publish your authentic video stories for you," said Mr Wastnage.
"When we thought out Vloggi's brand personalities, versatility, collaboration, intelligence and ease of use came to the front. What Oggi the octopus brings is that personality to life. The versatility and intelligence of an octopus are mirrored in our automated video production platform," he added.